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Please use this identifier to cite or link to this item: http://hdl.handle.net/1942/1506

Title: Managerial Opportunities of Uninorm based Importance-Performance Analysis
Authors: DEPAIRE, Benoit
WETS, Geert
Issue Date: 2006
Publisher: WSEAS
Citation: WSEAS Transactions on Business and Economics, 3(3). p. 101-108
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.
URI: http://hdl.handle.net/1942/1506
ISSN: 1109-9526
Category: A1
Type: Journal Contribution
Validation: vabb, 2010
Appears in Collections: Research publications

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