Application of simultaneous importance-performance analysis to evaluate customer loyalty towards corporation: A case study of direct selling company S

Abstract

Nowadays people become more aware of good nutrition due to food scandals. The main products are nutritional supplements which are selling by distributors in Taiwan. This study aims to evaluate whether members loyalty is increased. The study conducts survey according to the members of company S as the participants. For the sake of evaluating service quality of company S and member loyalty, Importance-performance Analysis (IPA) identifies two improvements in need of improvement from 18 questions of the questionnaire and to provide strategies. Moreover, simultaneous importance-performance analysis listed improvement to evaluate the improvement of assessment to enhance member loyalty and company's business performance.