Prioritisation of the hotel attributes according to their influence on satisfaction: A comparison of two techniques

Concerning the critical role of customer satisfaction in the success of hospitality enterprises, researchers have long been investigating customersʹ quality perceptions about hotel attributes and their influence on overall customer satisfaction. However, for any quality improvement efforts, the limited company resources have to be allocated according to the priority of attributes. Importance-Performance Analysis (IPA) and Asymmetric Impact-Performance Analysis (AIPA) are the quantitative techniques used by academics for this purpose. In this study, IPA and AIPA are compared to each other in terms of their abilities for predicting the prior hotel attributes of improvement for achieving higher customer satisfaction. Analyses results of IPA and AIPA offer different managerial implications, although the same data were used. Results presented in the paper suggest that AIPA is a more efficient analysis technique than IPA, by the reasons summarised in discussion section.