A case of applying importance-performance analysis in identifying key success factors to develop marketing strategies

Hsin Hung Wu, Yung Tai Tang, Jyh Wei Shyu

研究成果: Article

16 引文 斯高帕斯(Scopus)

摘要

Importance-performance analysis (IPA) is applied in a case study to identify key success factors of E-Life Mall Corporation in Taiwan. In addition, IPA along with performance ratio is used by incorporating the other leading 3C retailer, Tsann Kuen Enterprise Company Limited, as the benchmark. Both IPA and IPA with performance ratio enable the management to evaluate and identify the major strengths and weaknesses of the key success factors and then to compare the differences among key success factors between these two leading 3C retailers. Finally, this study not only provides specific analyses but also summarizes the marketing strategies from practical viewpoints.

原文English
頁(從 - 到)1207-1218
頁數12
期刊Quality and Quantity
44
發行號6
DOIs
出版狀態Published - 2010 一月 1

    指紋

All Science Journal Classification (ASJC) codes

  • Statistics and Probability
  • Social Sciences(all)

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