An importance-performance analysis of E-service quality

This paper uses importance-performance analysis (IPA) to examine the difference between the importance of e-service quality and websites' actual performance. A 22 items questionnaire was handed out to buyers of 4 retail websites. The Scale-centered diagonal line IPA grids illustrated that the 10 e-service attributes fell into the Concentrate Here quadrant; 5 e-service attributes in the Keep Up the Good Work quadrant; and 4 e-service attributes in the Low Priority quadrant, and 3 e-service attributes in the Possible Overkill quadrant. Implications for e-service practitioners and researchers were discussed.