Managerial Opportunities of Uninorm based Importance-Performance Analysis

Abstract

In the field of marketing, Importance-Performance Analysis is a useful technique for evaluating the elements of a marketing program. The importance dimension of this technique is often determined in a regression based approach. This paper shows that this approach has certain problems and limitations and an alternative approach, based on uninorms, is introduced. It is shown that uninorms match particularly well with customer satisfaction theory and that uninorm based IPA analysis offers several managerial opportunities.