Using the Importance-Performance Analysis (IPA) approach to measure the service quality of mobile application stores in Taiwan

Abstract

The key purpose of this research is to apply importance-performance analysis (IPA) approach to empirically study the service quality of mobile application stores in Taiwan based upon the customers’ perspective. To facilitate the main issue for evaluating service quality of mobile applications stores in Taiwan, a list of thirty-six service quality attributes is summarized. Then, the IPA approach in conjunction with the questionnaires is performed to screen these attributes. Study results show that twelve attributes of ‘concentrate here’ in quadrant 2, eleven attributes of ‘low priority’ in quadrant 3, nine attributes of ‘keep up the good work’ in quadrant 1, and four attributes of ‘possible overkill’ in quadrant 4 are plotted in a two dimensional (importance-performance) matrix, respectively. Besides, to acquire the voice of customer, the result shows twelve service quality attributes are suggested to improve. Key words: Importance-Performance Analysis (IPA), service quality, mobile application stores.