A case of applying importance-performance analysis in identifying key success factors to develop marketing strategies

Importance-performance analysis (IPA) is applied in a case study to identify key success factors of E-Life Mall Corporation in Taiwan. In addition, IPA along with performance ratio is used by incorporating the other leading 3C retailer, Tsann Kuen Enterprise Company Limited, as the benchmark. Both IPA and IPA with performance ratio enable the management to evaluate and identify the major strengths and weaknesses of the key success factors and then to compare the differences among key success factors between these two leading 3C retailers. Finally, this study not only provides specific analyses but also summarizes the marketing strategies from practical viewpoints.

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