Importance Performance Analysis for 7-eleven
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Importance Performance Analysis for 7-eleven

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Measure 7-Eleven using Importance Performance Analysis (IPA)

Measure 7-Eleven using Importance Performance Analysis (IPA)

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Importance Performance Analysis for 7-eleven Importance Performance Analysis for 7-eleven Presentation Transcript

  • IMPORTANCE vs PERFORMANCE Analysis Casestudy:  C d 7‐Eleven Bina Nusantara  7‐Eleven Rawabelong l b l 7‐Eleven Senayan
  • 7‐ELEVEN Importance vs Performance AnalysisTHE RESEARCHERSTHE RESEARCHERS
  • The Researchers The Researchers• Lina Widyatama Lina Widyatama• Susi Fauziah• Ronald M Sutedjo ld S dj
  • 7‐ELEVEN Importance vs Performance AnalysisRESEARCH BACKGROUNDRESEARCH BACKGROUND S
  • Problem Statement Problem Statement• What is the strength of 7‐Eleven that could What is the strength of 7 Eleven that could  create new trends within youth lifestyle in  Jakarta?• Why 7‐Eleven is never lack of numbers of  visitor?• What are the critical success factors of 7‐ Eleven that cause them winning? El h h i i ?
  • Objectives• Describe the customer satisfaction toward expectation  p and judgement about the performance• Investigate whether the performance met the user  expectations t ti• Identify the areas for improvement and actions for  minimizing the gap between importance and  minimizing the gap between importance and performance• Finding recommendation in term of the growth of  consumer satisfactory using the important – performance analysis
  • 7‐ELEVEN Importance vs Performance AnalysisEXECUTIVE SUMMARYEXECUTIVE SUMMARY S
  • The Trend of Convienient Stores The Trend of Convienient StoresCurrent lifestyle trend from convienient stores :• The Legends: AMPM• Previously: Circle‐K• The leader: 7‐Eleven
  • The New Born KingThe New Born King • Looking back from AMPM Looking back from AMPM,  most of convienience stores  are practically hard to  are practically hard to enhanced their biz • Circle K is quite player Circle K is quite player  before 7‐Eleven • 7‐eleven crowned as new 7 eleven crowned as new  king and could maintain the  position
  • Critical Success FactorsCritical Success Factors • 7‐Eleven create the ‘not  importance’ factors for a  convinience store into  satisfaction for the market  • The most importance  factors are also create  satisfactory • There are small  differences in mean that  concludes 7‐Eleven’s  factors are mostly  effective to their  customers
  • The IPA Analysis The IPA Analysis • 7‐Eleven factors are 7‐Eleven factors are  7‐Eleven  considered as factors are  factors are contributing factors  contributing factors PORTANCE located here Q1 Q2 for customer Q3 Q4 satisfactionIMP • The performance of  7‐eleven can continue  to sustain the  PERFORMANCE achievements
  • 7‐ELEVEN Importance vs Performance AnalysisRESPONDENT PROFILINGRESPONDENT PROFILING S
  • Respondents Profiling (1)Respondents Profiling (1)
  • Respondents Profiling (2)Respondents Profiling (2)
  • 7‐ELEVEN Importance vs Performance AnalysisRESEARCH ATTRIBUTESRESEARCH ATTRIBUTES R
  • The Attributes The Attributes• Using In depth Interview to 10 respondents Using In‐depth Interview to 10 respondents• Determine the attributes to be surveyed using  IPA• The main group of attributes comes from  “Retail Mix” and “Servqual”
  • Retail MixRetail Mix
  • Servqual• Tangibles:  Appearance of physical facilities,  g pp p y , equipment, personnel, and communication materials.• Reliability: Ability to perform the promised service  dependably and accurately. d d bl d t l• Responsiveness:  Willingness to help customers and  provide prompt service. provide prompt service.• Assurance:  Knowledge and courtesy of employees and  their ability to inspire trust and confidence.• Empathy:  Caring, individualized attention the firm  provides its customers
  • Attributes SettingAttributes Setting
  • 7‐ELEVEN Importance vs Performance AnalysisFACTOR ANALYSISFACTOR ANALYSIS R
  • Factor Analysis Factor Analysis• In term of the validity for the grouping, we use  Factor analysis• The groups that are tested are branding,  visually appealing facility, Employees who  have a neat & professional appeareance, and  sales promotion 
  • Branding Performa ance Importa ance
  • Visually Appealing FacilitiesVisually Appealing Facilities Performa Importa ance ance
  • Sales PromotionSales Promotion Performa Importa ance ance
  • 7‐ELEVEN Importance vs Performance AnalysisIMPORTANCE PERFORMANCE IMPORTANCE PERFORMANCEANALYSIS L
  • IPA• Methods Importance Performance Analysis (IPA) was  p y ( ) first introduced by Martilla and James (1977) with the  aim to measure the relationship between consumer perceptions and priority to improve the quality of  perceptions and priority to improve the quality of products / services (Brandt, 2000 and Latu & Everett,  2000)• IPA has a primary function to display information  relating to factors services by consumers influence  their satisfaction and loyalty, and factors which, their satisfaction and loyalty and factors which according to customer service needs to be improved because the current conditions not satisfactory
  • The IPA Chart Explanation The IPA Chart Factors located in this quadrant is  Factors located in this quadrant are  considered as a very important factor to  considered as contributing factors for , consumers, but current conditions do  customer satisfaction so that the  t ti f ti th t th not satisfy so that the management is  management is obliged to ensure that  obliged to allocate adequate resources  the performance of institutions under  to improve the performance of these  its management can continue to sustain  various factors. Factors located in this  achievements. quadrant is a priority for improved quadrant is a priority for improved Factors located in this quadrant are  Factors located in this quadrant have a  considered not very important so that  low level of satisfaction and well  the management needs to allocate the  considered less important to  resources associated with these factors  consumers, so that the management  to other factors that have a higher  does not need to prioritize or too give  priority handling that still need  attention to those factors. improvement, such as in the fourth  quadrant.
  • Concentrate in here : •Smoking Area Q1 Q2 Good Job in here : •Kesamaan antar Gerai •Poster •Harga Produk g •Variasi Volume •Staf Senyum •24 Jam •Staf Rapi •Refrigerator Besar •Kursi MejaIso‐Rating:•Kursi Meja Possible Overkill in here :•Staf Handal Q3 Q4 •Produk Unik•Staf Bersih•Suasana•Variasi VolumeThose factors meet the  Low Priority in:customer satisfaction •Perhatian Staf •Toilet •Staf Handal •Staf Bersih •Logo •Seragam Staf g •Staf Ramah •Suasana •Kecepatan Transaksi •Kemudahan Membeli
  • 7‐ELEVEN Importance vs Performance AnalysisCONCLUSIONS & CONCLUSIONS &RECOMMENDATIONS L
  • Conclusions• 7‐Eleven are succedeed in creating new trend by  forecast within consumer mind and delivered it  into attributes of their product & services, esp in  the volume variation, tables‐chairs, open in 24  the volume variation tables chairs open in 24 hours, posters inside the store, and large  refrigerator g• The success of 7‐Eleven are contributed from  their efforts in determine their tangibles &  service provided and executed to meet consumer  need & satisfaction level
  • Recommendations• There are few factors that met a high importance, but the  performance is less than the expectation, 7‐Eleven should  f i l th th t ti 7 El h ld concern about this factors, namely:  – The outdoor area (smoking area) – Similarity among stores Si il i – The pricing – Smile and neat appearance from staffs• Those high score factors are superb nowadays for 7‐Eleven.  Foresee the previous trends in‐line with information  technology, 7‐Eleven should prepare for upcoming trends  and create more innovative attributes that serve their  market more than this one
  • Any Questions ? Questions… Thank You !BINUS BUSINESS SCHOOL 2011BINUS BUSINESS SCHOOL 2011