Importance--performance analysis (IPA) is a simple and effective technique that can be applied to guide quality-based marketing strategies and can assist practitioners in prioritising attributes when enhancing service quality and customer satisfaction. As several studies have shown, the...

Quality function deployment (QFD) has been adopted to improve product quality and development in many fields. Numerous studies have demonstrated that attribute importance and attribute performance have a causal relationship and the customer self-stated raw importance is not the actual importance...