Decision making on various approaches to Importance-Performance Analysis (IPA)

  • Jolanta Wyród-Wróbel University of Bielsko-Biala
  • Grzegorz Biesok University of Bielsko-Biala
Keywords: Keywords, customer research, customer satisfaction, customer satisfaction survey, Importance-Performance Analysis, IPA.


Purposes: The purpose of this paper is to compare several approaches to Importance-Performance Analysis (IPA) and show how different criteria can be used for dividing the IPA matrix to decision-making fields.

Methodology: The authors performed the IPA analysis basing on the data collected in customer satisfaction survey. The survey was conducted from January to April 2016 in selected dentist’s surgeries in cities Żywiec and Bielsko-Biała (southern Poland). Over 200 questionnaires were distributed, 100 of them returned. The data was used to generate and compare several forms of IPA matrix.

Findings: The study showed how the assumed form of the matrix can determine the qualification of the same attribute to different decision field.

Practical implications: The study may facilitate the selection of appropriate form of matrix used in customer satisfaction surveys. It may be useful in future studies on adequate approach to IPA analysis.

Originality: The paper is based on unpublished, own study.


Author Biographies

Jolanta Wyród-Wróbel, University of Bielsko-Biala

Department of Management

Assistant professor 

Grzegorz Biesok, University of Bielsko-Biala

Department of Management

Assistant professor 


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