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Integration of Importanceperformance Analysis and Fuzzy Dematel


Affiliations
1 Department of Marine Leisure and Tourism, Taipei University of Maritime Technology, No. 150, Sec. 3, Binhai Rd., Tamsui District, New Taipei City 251, Taiwan, Province of China
2 Department of Physical Education Center, Hsiuping University of Science and Technology, No.11, Gongye Rd., Dali Dist., Taichung City 412-80, Taiwan, Province of China
3 Department of Office of Academic Affairs, China University of Technology, No. 16, Sec. 1, Shuang-Shih Road, Taichung, 404, Taiwan, Province of China
4 Department of Sport Information & Communication, National Taiwan University of Sport, No. 16, Sec. 1, Shuang-Shih Road, Taichung, 404, Taiwan, Province of China
 

The traditional Importance-Performance Analysis (IPA) assumes that quality attributes are independent variables, and presupposes that explicit customers’ response data is used for assessing the importance and performance of quality attributes. Under this supposition, when the quality attribute has explicit causation data, the traditional IPA cannot correctly provide importance and priority of improvement. Moreover, the influential degree of the traditional quality attributes is emphasized as maximum degree. This study employs regression analysis and the fuzzy Decision Making Trial and Evaluation Laboratory (DEMATEL), which consider the fuzziness of human thinking, to calculate the causal relationship and the influential degree among each quality attribute, and then proposes a new methodology of decision analysis, which modifies the traditional IPA and obtains the accurate importance and the improvement the quality attributes. In this study, a Taiwanese bank is an empirical case study, which illustrates the application and the effectiveness of integrating fuzzy DEMATEL and IPA.

Keywords

Importance-Performance Analysis, Multiple Regression Analysis, Decision Making Trial and Evaluation Laboratory, Fuzzy Theory.
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  • Integration of Importanceperformance Analysis and Fuzzy Dematel

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Authors

Chin-Yi Chen
Department of Marine Leisure and Tourism, Taipei University of Maritime Technology, No. 150, Sec. 3, Binhai Rd., Tamsui District, New Taipei City 251, Taiwan, Province of China
Tung-Shen Wu
Department of Physical Education Center, Hsiuping University of Science and Technology, No.11, Gongye Rd., Dali Dist., Taichung City 412-80, Taiwan, Province of China
Mei-Lan Li
Department of Office of Academic Affairs, China University of Technology, No. 16, Sec. 1, Shuang-Shih Road, Taichung, 404, Taiwan, Province of China
Ching-Tang Wang
Department of Sport Information & Communication, National Taiwan University of Sport, No. 16, Sec. 1, Shuang-Shih Road, Taichung, 404, Taiwan, Province of China

Abstract


The traditional Importance-Performance Analysis (IPA) assumes that quality attributes are independent variables, and presupposes that explicit customers’ response data is used for assessing the importance and performance of quality attributes. Under this supposition, when the quality attribute has explicit causation data, the traditional IPA cannot correctly provide importance and priority of improvement. Moreover, the influential degree of the traditional quality attributes is emphasized as maximum degree. This study employs regression analysis and the fuzzy Decision Making Trial and Evaluation Laboratory (DEMATEL), which consider the fuzziness of human thinking, to calculate the causal relationship and the influential degree among each quality attribute, and then proposes a new methodology of decision analysis, which modifies the traditional IPA and obtains the accurate importance and the improvement the quality attributes. In this study, a Taiwanese bank is an empirical case study, which illustrates the application and the effectiveness of integrating fuzzy DEMATEL and IPA.

Keywords


Importance-Performance Analysis, Multiple Regression Analysis, Decision Making Trial and Evaluation Laboratory, Fuzzy Theory.

References