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Importance‐performance analysis as a strategic tool for service marketers: the case of service quality perceptions of business students in New Zealand and the USA

John B. Ford (Professor of Marketing and International Business, College of Business and Public Administration, Old Dominion University, Norfolk, Virginia, USA)
Mathew Joseph (Associate Professor of Marketing, School of Business, Georgia College & State University, Milledgeville, Georgia, USA)
Beatriz Joseph (Adjunct Lecturer in Marketing, Royal Melbourne Institute of Technology, Melbourne, Victoria, Australia)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 1 April 1999

5381

Abstract

Intense competition in higher education in many different countries mandates the need for assessments of customer‐perceived service quality for differentiation purposes. An instrument developed specifically from a business education setting was employed utilizing an importance/performance approach with seven determinant choice criteria groupings. A sample of business students in New Zealand and the mid‐Atlantic region of the USA participated, and some important problems in perceptions were noted. Strategic implications for the universities involved and suggestions for future research are provided

Keywords

Citation

Ford, J.B., Joseph, M. and Joseph, B. (1999), "Importance‐performance analysis as a strategic tool for service marketers: the case of service quality perceptions of business students in New Zealand and the USA", Journal of Services Marketing, Vol. 13 No. 2, pp. 171-186. https://doi.org/10.1108/08876049910266068

Publisher

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MCB UP Ltd

Copyright © 1999, MCB UP Limited

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