With the intensified market competitiveness, it is essentially important for Taiwan Tobacco and Liquor Corporation to measure the retailers’ perceptions of services. A questionnaire based on service quality model was developed, and multivariate analysis of variance (MANOVA) was applied to observe how demographic variables perceive among different service items and importance-performance analysis (IPA) was used to identify strengths and weaknesses as a whole. The results show that gender, business type, and bulk purchase category are the three major demographic variables that could have great impacts on retailers’ satisfaction. In addition, IPA depicts that fifteen items are the major strengths and should be maintained in order to gain competitiveness in the market. In contrast to major strengths, stacking services on delivered goods and empty bottle recycling services were identified as two major deficiencies from retailers’ viewpoints. Therefore, these two major weaknesses should be placed in the highest priority for improvement. The combination of MANOVA and IPA has not been seen in the research. The major advantage of the combination is to allow the management to observe if different demographic variables impact different services and, at the same time, to identify the major strengths and weaknesses of provided services for retailers based upon both perception and importance.
Multivariate analysis of variance, importance-performance analysis, service quality, customer satisfaction.
An-Wen Lu and Hsin-Hung Wu are with the Department of Business Administration, National Changhua University of Education, Changhua City, Taiwan (e-mail: firstname.lastname@example.org, email@example.com).
Ya-Hua Chang was with the Department of Business Administration, National Changhua University of Education, Changhua City, Taiwan and She is also with Marketing Section, Taichung Office, Taiwan Tobacco and Liquor Corporation, Taichung City, Taiwan (e-mail: firstname.lastname@example.org).
An-Wen Lu, Ya-Hua Chang, and Hsin-Hung Wu, "
Analyzing Retailers’ Perceptions of Service by Multivariate Analysis of Variance and Importance-Performance Analysis," Journal of Economics, Business and Management vol. 4, no. 4, pp.