Using the Importance-Performance Analysis (IPA) approach to measure the service quality of mobile application stores in Taiwan

The key purpose of this research is to apply importance-performance analysis (IPA) approach to empirically study the service quality of mobile application stores in Taiwan based upon the customersʹ perspective. To facilitate the main issue for evaluating service quality of mobile applications stores in Taiwan, a list of thirty-six service quality attributes is summarized. Then, the IPA approach in conjunction with the questionnaires is performed to screen these attributes. Study results show that twelve attributes of ʹconcentrate hereʹ in quadrant 2, eleven attributes of ʹlow priorityʹ in quadrant 3, nine attributes of ʹkeep up the good workʹ in quadrant 1, and four attributes of ʹpossible overkillʹ in quadrant 4 are plotted in a two dimensional (importance-performance) matrix, respectively. Besides, to acquire the voice of customer, the result shows twelve service quality attributes are suggested to improve.