Adopting Importance Performance Analysis to Evaluate Service Quality of Dried Pork Industry

Service quality, with its final effect on repurchasing by customers, appears to have received relatively large attention, especially in retailing literature. Facing the market competition in the retailing industry, service quality has become an important factor for improving companies' profit. Therefore, this study was to examine the service quality of dried pork retailers and its impact on customer satisfaction. By using the SERVQUAL scale, approximately 350 data were collected from shoppers who continue supporting dried pork products. The findings demonstrated the use of Importance Performance Analysis to assist managers of food retail chains in improving their services.