24
In addition, ‘Relate’ contains aspects of Sense,Feel,Think and Act as
well.
Relate
campaigns
appeal
to the
individual’s
desire
for
what
he/she
wants to relate to and they appeal to
the
need to be perceived
positively by other
2.5 Importance Performance Analysis
Martilla and James (1977) stated that consumer satisfaction is a function of both
expectations related to certain important attributes and judgements of attribute
performance. In
light of
these considerations, importance-performance analysis has been
found to be a useful technique for evaluating the elements of a marketing program.
Furthermore, this technique is suitable for this applied research in order to know :
How important is the consumer perception towards general Italian restaurant?
How well did the Pizza Marzano perform?
Thus, the researcher using the technique of importance-performance analysis from
current
research
which
is done by John
A.Martilla and John C.James
titled: Importance
Performance
Analysis. The
Journal
of
Marketing
Vol.
41
(1977).
According
to
John
A.Martilla and
John.C James
(1977), the
importance-performance analysis is calculated
by
using the
mean or
total average of each attributes of
importance and performance. In
addition,
there
are
4
quadrants
that
measure the attribute due to its importance and
performance as it shown at Figure 2.4 below
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