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Modified IPA for Order-Winner Criteria Improvement: A MICMAC Approach |
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Hsiu-Yuan Hu,
Shao-I, Chiu and Tieh-Min Yen |
Abstract:
The goal of the study is to establish a new decision
analysis methodology from a systematic perspective, in order to help business
build market strategies and make improvements that win more orders. The
Importance-Performance Analysis (IPA) model has been extensively applied
to the consumer satisfaction analysis. However, the conventional IPA model
implied some key assumptions, that the quality characteristics are mutually
independent variables; thus, it failed to analyze how the types of quality
characteristics affect the whole system from a systematic point of view.
Under that assumption, if the quality characteristics do correlate, the
conventional IPA model could not accurately analyze the importance and
priority of improvement and may lead to a wrong decision. We propose a
new decision analysis methodology, the M-IPA model. By using Matrice d’Impacts
Croisés Multiplication Appliquée á un Classement
(MICMAC) to calculate the correlation (influences) between quality characteristics,
the model finds the core driving factor to the order-winner criteria and
uses it to modify the importance of quality characteristics in the IPA
model. We use a case study on the air conditioning technology industry
to illustrate the applications and benefits of the M-IPA model. In this
study, we get the conclusion that the MICMAC model failed to discuss the
decision model for the market strategy of order-winner criteria. Thus,
by integrating the MICMAC and IPA models, we establish a new decision
analysis methodology and find out the core improvement items in an order-winner
criteria system.
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How to cite this article:
Hsiu-Yuan Hu, Shao-I, Chiu and Tieh-Min Yen, 2009. Modified IPA for Order-Winner Criteria Improvement: A MICMAC Approach. Journal of Applied Sciences, 9: 3792-3803.
DOI: 10.3923/jas.2009.3792.3803
URL: https://scialert.net/abstract/?doi=jas.2009.3792.3803
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