Importance‐performance analysis as a strategic tool for service marketers: the case of service quality perceptions of business students in New Zealand and the USA
Abstract
Intense competition in higher education in many different countries mandates the need for assessments of customer‐perceived service quality for differentiation purposes. An instrument developed specifically from a business education setting was employed utilizing an importance/performance approach with seven determinant choice criteria groupings. A sample of business students in New Zealand and the mid‐Atlantic region of the USA participated, and some important problems in perceptions were noted. Strategic implications for the universities involved and suggestions for future research are provided
Keywords
Citation
Ford, J.B., Joseph, M. and Joseph, B. (1999), "Importance‐performance analysis as a strategic tool for service marketers: the case of service quality perceptions of business students in New Zealand and the USA", Journal of Services Marketing, Vol. 13 No. 2, pp. 171-186. https://doi.org/10.1108/08876049910266068
Publisher
:MCB UP Ltd
Copyright © 1999, MCB UP Limited