Integration of revised simultaneous importance performance analysis and decision making trial and evaluation laboratory: A study of the mobile telecommunication industry in Taiwan

Abstract

Importance performance analysis (IPA) can help managers identify improvement strategies. However, taking
subjective self statement as a measurement cannot reveal the actual importance of service attributes, especially
when performance of competitors is not factored. A revised simultaneous importance performance analysis (SIPA)
was used in this research and the implicit importance of service attributes with multiple regression analysis to
ascertain the competitive differences between their operation and competitors. However, an SIPA is not sufficient to
provide adequate information for decision making as services attributes are causal and interrelated. Thus, a
decision making trial and evaluation laboratory (DEMATEL) is employed to assay the causation and the influence
across service attributes for locating key factors. The mobile telecommunication industry in Taiwan was conducted
with the adoption of a revised SIPA model and a DEMATEL.