Importance-Performance Analysis based SWOT analysis

• Published in: International journal of information management Vol. 44; pp. 194 - 203
• Main Authors: Phadermrod, Boonyarat, Crowder, Richard M., Wills, Gary B.
• Format: Journal Article
• Language: English
• Published: Kidlington Elsevier Ltd 01.02.2019; Elsevier Science Ltd
• Subjects: Brainstorming; Case studies; Customer satisfaction; Customer satisfaction surveys; Customers; Decision analysis; Higher education; Higher education institutions; Importance-Performance Analysis; Strategic planning; SWOT analysis; Validity; Importance-Performance Analysis; Customer satisfaction surveys; SWOT analysis
• ISSN: 0268-4012; 1873-4707
• DOI: 10.1016/j.ijinfomgt.2016.03.009

•A new approach of SWOT analysis that generates prioritizes SWOT factors based on customers’ perception called IPA based SWOT analysis is presented.•The application of IPA based SWOT analysis was presented to illustrate how it can be used to process customer satisfaction survey and generate SWOT.•The validity of the IPA based SWOT analysis was demonstrate and evaluated using statistical techniques through the real organisation. SWOT analysis, a commonly used tool for strategic planning, is traditionally a form of brainstorming. Hence, it has been criticised that it is likely to hold subjective views of the individuals who participate in a brainstorming session and that SWOT factors are not prioritized by their significance thus it may result in an improper strategic action. While most studies of SWOT analysis have only focused on solving these shortcomings separately, this study offers an approach to diminish both shortcomings by applying Importance-Performance Analysis (IPA) to identify SWOT based on customer satisfaction surveys which produces prioritized SWOT corresponding to the customers’ perception. Through the use of IPA based SWOT analysis, it is expected that a organisation can efficiently formulate strategic planning as the SWOT factors that should be maintained or improved can be clearly identified based on customers’ viewpoints. The application of the IPA based SWOT analysis was illustrated and evaluated through a case study of Higher Education Institutions in Thailand. The evaluation results showed that SWOT analysis of the case study accurately reflected the organisation's situations thereby demonstrating the validity of this study.