Importance‐Performance Analysis and the Measurement of Service Quality

The intangibility of services presents a number of problems for the measurement of quality and customer satisfaction. Proposes a simple index which can be applied to ordinal or cardinal data and will provide a convenient aggregate summary of the extent to which a product or service meets consumer expectations. The index, though simple, is robust, and is applied to the problem of analysing the quality of banking services provided to small firms in the United Kingdom.