Abstract
This study, an application of Importance-Performance Analysis (IPA) to local Mexican restaurants, shows how the original IPA can be extended to identify the strengths and weaknesses of individual restaurants in a competitive target marketplace. A survey was conducted with customers at two restaurants during a seven-day period. Results indicated that an extended IPA framework, which yielded six different market positions, provided an advantage over the original IPA method in that it analyzed and presented various market positions of the target restaurant and its competitors on the same IPA grid. Suggestions and implications of the extended IPA are developed for restaurant managers.
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