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Figure 2.4 Importance-Performance Analysis Grid
3
1
4
2
Source: Importance Performance Analysis. The Journal of Marketing (1977)
As it shown at Figure 2.4, there are 4 quadrants due to its importance and performance:
Quadran 1: Keep Up The Good Work. Customers value the attributes of importance is
extremely important and are pleased with the company’s performance.
Quadran
2:
Concentrate
Here.
Customers
feel
that
attribute
is
extremely
important,
but the company does not perform well or fair performance. Thus, the company needs an
improvement to satisfy the customers.
Quadran 3: Possible Overkill. The company is judged to be doing a good performance,
but customers attach only slight importance to the company.
Quadran 4: Low
Priority.
The company
is
rated
low
in
terms of
its performance and
also customers do not perceive the attribute to be very important.
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