The performance-importance response function: Observations and implications

Services and products possess various attributes, some being more important than others. Importance-Performance Analysis (IPA) is a technique for prio ritising attributes based on measurements of performance and importance. A weakness of IPA is that it conceptualises attribute importance as a scalar which is independent of attribute performance. In this article we theorise that importance is not adequately represented as a point estimate, but is a function of performance. When attribute performance changes, importance do es also, which can change the relative priority of subsequent improvement e fforts. Empirical results are presented which support our theory. The natur e of the performance-importance response function is discussed, along with implications. Ideas for future research are also discussed including applic ation of the findings to quality modelling (SERVQUAL) and other decision su pport methodologies (Quality Function Deployment and the Analytic Hierarchy Process).