The Importance-Performance Analysis: An Evaluation and Marketing Tool

Authors

  • Frank Guadagnolo

Keywords:

Evaluation, recreation services, importance-performance analysis, marketing, market segmentation.

Abstract

This paper examines the applicability of Importance-Performance Analysis in the evaluation and marketing of recreation services. The Importance-Performance Analysis (I-P) offers features that allow management to develop action strategies without being versed in complicated statistical analysis. Displaying the data on a four-quardrant action grid visually provides information to both upgrade current services and also address marketing strategies for various user segments. The Importance-Performance Analysis application is demonstrated through the examination of actual data.

Published

1985-04-04

Issue

Section

Regular Papers