Keyt, John C.; Yavas, Ugur; Riecken, Glen - In: International Journal of Retail & Distribution Management 22 (1994) 5, pp. 35-40
Presents an application of importance‐performance analysis. Using restaurants as a case in point, illustrates the derivation of a modified importance‐performance matrix. The findings indicate that more precise strategies emerge if a competitive dimension is included in the analysis.