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Keywords: Importance-performance analysis
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2019) 31 (5): 1252–1268.
Published: 10 May 2019
... and relevance. In marketing practice, the importance-performance analysis is one such method. The importance-performance analysis was first introduced by Martilla and James (1977) . The relevance of each attribute varies, because in one’s overall perception, each evaluated element may carry a different...
