Telecommunication service quality analysis using integration of SIPA and modified Kano

  • Hanny Kanavika Rizky Munawar Universitas Muhammadiyah Malang
  • Annisa Kesy Garside Universitas Muhammadiyah Malang
  • Adhi Nugraha Universitas Muhammadiyah Malang
  • Amelia Khoidir Universitas Muhammadiyah Malang
Abstract views: 161 , PDF downloads: 349
Keywords: SIPA, Modified Kano, Service quality, Telecommunication


This article investigates the integrated approach of the Simultaneous Impor­tance-Performance Analysis (SIPA) model and the modified Kano model to evaluate and prioritize service attributes for telecommunication companies in Indonesia. The study is based on the demographic profiles and usage patterns of 74 respondents. The results demonstrate that the SIPA and Kano models can provide valuable insights for identifying priority areas and effective strategies for improving service quality. Specifically, the SIPA model helps to compare competitor performance and identify important service attributes. In contrast, the modified Kano model facilitates a dynamic cycle of service attribute evaluation to inform managerial strate­gies. This article contributes by highlighting the potential of the proposed ap­proach to offer valuable insights to telecommunication companies seeking to enhance their service offerings and remain competitive in a con­stantly evolving market.


Download data is not yet available.


J. Bertot, E. Estevez, and T. Janowski, ‘Universal and contextualized public services: Digital public service innovation framework’, Gov. Inf. Q., vol. 33, no. 2, pp. 211–222, 2016, doi:

International Telecommunication Union, ‘Measuring digital development: Facts and figures 2021’, 2021. [Online]. Available:

A. W. Irawan, A. Yusufianto, D. Agustina, and R. Dean, ‘Laporan survei internet APJII 2019-2020 (Q2)’, 2020. [Online]. Available:

S. Murali, S. Pugazhendhi, and C. Muralidharan, ‘Modelling and Investigating the relationship of after sales service quality with customer satisfaction, retention and loyalty – A case study of home appliances business’, J. Retail. Consum. Serv., vol. 30, pp. 67–83, 2016, doi:

A. Popovič, R. Hackney, R. Tassabehji, and M. Castelli, ‘The impact of big data analytics on firms’ high value business performance’, Inf. Syst. Front., vol. 20, no. 2, pp. 209–222, 2018, doi:

D. Suhartanto, M. Helmi Ali, K. H. Tan, F. Sjahroeddin, and L. Kusdibyo, ‘Loyalty toward online food delivery service: the role of e-service quality and food quality’, J. Foodserv. Bus. Res., vol. 22, no. 1, pp. 81–97, Jan. 2019, doi:

V. Kaura, C. S. Durga Prasad, and S. Sharma, ‘Service quality, service convenience, price and fairness, customer loyalty, and the mediating role of customer satisfaction’, Int. J. Bank Mark., vol. 33, no. 4, pp. 404–422, Jan. 2015, doi:

A. Meesala and J. Paul, ‘Service quality, consumer satisfaction and loyalty in hospitals: Thinking for the future’, J. Retail. Consum. Serv., vol. 40, pp. 261–269, 2018, doi:

H. T. Chen and B. T. Chen, ‘Integrating Kano Model and SIPA Grid to Identify Key Service Attributes of Fast Food Restaurants’, J. Qual. Assur. Hosp. Tour., vol. 16, no. 2, pp. 141–163, Apr. 2015, doi:

J. A. Martilla and J. C. James, ‘Importance-Performance Analysis’, J. Mark., vol. 41, no. 1, pp. 77–79, Jan. 1977, doi:

S. E. Sampson and Mi. J. Showalter, ‘The Performance-Importance Response Function: Observations and Implications’, Serv. Ind. J., vol. 19, no. 3, pp. 1–25, Jul. 1999, doi:

X. Wang, A. Liu, and S. Kara, ‘Machine learning for engineering design toward smart customization: A systematic review’, J. Manuf. Syst., vol. 65, pp. 391–405, 2022, doi:

M. Aghajanzadeh, K. Aghabayk, J. Esmailpour, and C. De Gruyter, ‘Importance – Performance Analysis (IPA) of metro service attributes during the COVID-19 pandemic’, Case Stud. Transp. Policy, vol. 10, no. 3, pp. 1661–1672, 2022, doi:

F. H. Silva and P. O. Fernandes, ‘Importance-performance analysis as a tool in evaluating higher education service quality: the empirical results of ESTiG (IPB)’, in In the 17th international business information management association conference, 2011, pp. 306–315, [Online]. Available:

Y. Yuhefizar, D. Utami, and J. Sudiman, ‘An Importance Performance Analysis (IPA) Model: Review E-government Web Portal Quality of Service’, in Proceedings of the International Conference on Applied Science and Technology on Social Science 2022 (iCAST-SS 2022), Paris: Atlantis Press SARL, 2022, pp. 30–34, doi:

E. Skálová and A. Peruthová, ‘Quality in rural tourism services’, Mendel Univ. Brno, Fac. B, Bus. Econ. Mark. Trade Dep. Zemědělská, vol. 1, no. 613, p. 0, 2016, [Online]. Available:

J.-K. Chen, ‘A New Approach for Diagonal Line Model of Importance-Performance Analysis: A Case Study of Tourist Satisfaction in China’, SAGE Open, vol. 11, no. 1, p. 2158244021989276, Jan. 2021, doi:

F.-Y. Pai, T.-M. Yeh, and C.-Y. Tang, ‘Classifying restaurant service quality attributes by using Kano model and IPA approach’, Total Qual. Manag. Bus. Excell., vol. 29, no. 3–4, pp. 301–328, Feb. 2018, doi:

S. Murali, S. Pugazhendhi, and C. Muralidharan, ‘Integration of IPA and QFD to assess the service quality and to identify after sales service strategies to improve customer satisfaction – a case study’, Prod. Plan. Control, vol. 27, no. 5, pp. 394–407, Apr. 2016, doi:

R. Mohebifar, H. Hasani, A. Barikani, and S. Rafiei, ‘Evaluating Service Quality from Patients’ Perceptions: Application of Importance–performance Analysis Method’, Osong Public Heal. Res. Perspect., vol. 7, no. 4, pp. 233–238, 2016, doi:

L.-T. Bei and C.-F. Shang, ‘Building marketing strategies for state-owned enterprises against private ones based on the perspectives of customer satisfaction and service quality’, J. Retail. Consum. Serv., vol. 13, no. 1, pp. 1–13, 2006, doi:

A. C. Burns, ‘Generating marketing strategy priorities based on relative competitive position’, J. Consum. Mark., vol. 3, no. 4, pp. 49–56, Jan. 1986, doi:

T. Wahyuningrum, G. F. Fitriana, A. R. Bahtiar, A. Azalea, and D. -, ‘Simultaneous Importance-Performance Analysis based on SWOT in the Service Domain of Electronic-based Government Systems’, Int. J. Adv. Comput. Sci. Appl., vol. 13, no. 8, pp. 314–319, 2022, doi:

K.-C. Chiou, H.-H. Su, Y.-Y. Hsieh, and C.-H. Tien, ‘Application of simultaneous importance-performance analysis to evaluate customer loyalty towards corporation: A case study of direct selling company S’, in 2017 IEEE 8th International Conference on Awareness Science and Technology (iCAST), 2017, pp. 210–214, doi:

I. Masudin, Y. K. Hanifah, S. K. Dewi, D. P. Restuputri, and D. I. Handayani, ‘Customer Perception of Logistics Service Quality Using SIPA and Modified Kano: Case Study of Indonesian E-Commerce’, Logistics, vol. 6, no. 3. 2022, doi:

E. Oey, B. Ngudjiharto, W. Cyntia, M. Natashia, and S. Hansopaheluwakan, ‘Driving process improvement from customer preference with Kansei engineering, SIPA and QFD methods - a case study in an instant concrete manufacturer’, Int. J. Product. Qual. Manag., vol. 31, no. 1, pp. 28–48, Jan. 2020, doi:

N. Kano, N. Seraku, F. Takahashi, and S.-I. Tsuji, ‘Attractive quality and must-be quality’, J. Japanese Soc. Qual. Control, vol. 31, no. 4, pp. 147–156, 1984, [Online]. Available:

M. A. Yeboah, ‘Empirical validation of patient’s expectation and perception of service quality in Ghanaian hospitals: an integrated model approach’, Am. Int. J. Soc. Sci., vol. 3, no. 3, pp. 143–160, 2014, [Online]. Available:

T.-O. Kim, ‘Analysis of quality characteristics of smart phone using modified Kano model’, J. Soc. Korea Ind. Syst. Eng., vol. 35, no. 1, pp. 57–65, 2012, [Online]. Available:

C. C. Yang, ‘The Refined Kano’s Model and its Application’, Total Qual. Manag. Bus. Excell., vol. 16, no. 10, pp. 1127–1137, 2005, doi:

M. Chen, K. Chang, C. Hsu, and I. Yang, ‘Understanding the relationship between service convenience and customer satisfaction in home delivery by Kano model’, Asia Pacific J. Mark. Logist., vol. 23, no. 3, pp. 386–410, Jan. 2011, doi:

M. Hartono and T. K. Chuan, ‘How the Kano model contributes to Kansei engineering in services’, Ergonomics, vol. 54, no. 11, pp. 987–1004, Nov. 2011, doi:

B. Yılmaz Kaya, ‘Contemplation and analysis of pandemic impacts on accommodation industry and a system reformulation proposal with Kano model: Turkey case’, Curr. Issues Tour., vol. 25, no. 8, pp. 1226–1241, Apr. 2022, doi:

J.-H. Bae and H.-Y. Shin, ‘A Study on the Factor of Satisfaction or Dissatisfaction of e-Learning Using Kano Model and Timko’s Customer Satisfaction coefficients’, J. Korea Converg. Soc., vol. 10, no. 7, pp. 325–333, 2019, [Online]. Available:

Y.-F. Kuo, J.-Y. Chen, and W.-J. Deng, ‘IPA–Kano model: A new tool for categorising and diagnosing service quality attributes’, Total Qual. Manag. Bus. Excell., vol. 23, no. 7–8, pp. 731–748, 2012, doi:

L.-J. Yang, T.-C. Chou, and J.-F. Ding, ‘Using the Importance-Performance Analysis (IPA) approach to measure the service quality of mobile application stores in Taiwan’, African J. Bus. Manag., vol. 5, no. 12, p. 4824, 2011, [Online]. Available:

G. Lubinski and A. Oppitz, ‘Applying the KANO Model in Mobile Services World: A Report from the Frontline’, in 2012 Eighth International Conference on the Quality of Information and Communications Technology, 2012, pp. 161–164, doi:

Z. E. Tóth and V. Surman, ‘Listening to the voice of students, developing a service quality measuring and evaluating framework for a special course’, Int. J. Qual. Serv. Sci., vol. 11, no. 4, pp. 455–472, Jan. 2019, doi:

M. Al Awadh, ‘Assessing the Quality of Sustainable Airline Services Utilizing the Multicriteria Decision-Making Approach’, Sustainability, vol. 15, no. 9. 2023, doi:

W. C. Johnson and A. Sirikit, ‘Service quality in the Thai telecommunication industry: a tool for achieving a sustainable competitive advantage’, Manag. Decis., vol. 40, no. 7, pp. 693–701, Jan. 2002, doi:

W. M. Olatokun and F. O. Ojo, ‘Influence of service quality on consumers’ satisfaction with mobile telecommunication services in Nigeria’, Inf. Dev., vol. 32, no. 3, pp. 398–408, Oct. 2014, doi:

A. Talukdar and M. K. Chowdhury, ‘Customer Relationship Management Practices and Service Quality of Telecommunication Service Providers: A Review of the Indian Telecommunication Sector’, Eur. J. Mol. Clin. Med., vol. 7, no. 11, p. 2020, 2020, [Online]. Available:

V. Dhingra, K. Gangwani, and S. Keswani, ‘Experiment of telecom customer’s needs and satisfaction based on Kano Model’, Int. J. Innov. Technol. Explor. Eng., vol. 9, no. 2, pp. 1–5, 2019, [Online]. Available:

F.-H. Lin et al., ‘Empirical research on Kano’s model and customer satisfaction’, PLoS One, vol. 12, no. 9, p. e0183888, Sep. 2017, doi:

C. E. Särndal, B. Swensson, and J. Wretman, Model Assisted Survey Sampling. Springer New York, 2003, [Online]. Available:

A.-E. H. Abd-Elrahman, ‘A review of telecommunications service quality dimensions’, Sch. J. Appl. Sci. Res., vol. 1, no. 1, pp. 10–18, 2018, [Online]. Available:

S.-P. Loke, A. A. Taiwo, H. M. Salim, A. G. Downe, and U. T. Petronas, ‘Service quality and customer satisfaction in a telecommunication service provider’, in International conference on financial management and economics, 2011, pp. 23–29, [Online]. Available:

F. Adnan, B. Prasetyo, and N. Nuriman, ‘Usability Testing Analysis on The Bana Game as Education Game Design References on Junior High School’, J. Pendidik. IPA Indones., vol. 6, no. 1, pp. 88–94, Apr. 2017, doi:

E. Oey, T. Paramitha, and N. Novita, ‘Integrating Kano customer satisfaction coefficient and SIPA grid for service quality improvement’, Int. J. Product. Qual. Manag., vol. 31, no. 2, pp. 167–188, Jan. 2020, doi:

A. L. Dolinsky, ‘Considering the Competition in Strategy Development: An Extension of Importance--Performance Analysis.’, J. Health Care Mark., vol. 11, no. 1, pp. 31–36, 1991, [Online]. Available:

U. Yavas and D. J. Shemwell, ‘Modified importance‐performance analysis: an application to hospitals’, Int. J. Health Care Qual. Assur., vol. 14, no. 3, pp. 104–110, Jan. 2001, doi:

Y.-C. Lee and Y.-F. Hsieh, ‘Integration of revised simultaneous importance performance analysis and decision making trial and evaluation laboratory: A study of the mobile telecommunication industry in Taiwan’, African J. Bus. Manag., vol. 5, no. 6, pp. 2312–2321, 2011, [Online]. Available: and Hsieh.pdf.

S.-F. Chang et al., ‘Measuring the Service Quality of E-Commerce and Competitive Strategies’, in Web-Based Services, IGI Global, 2016, pp. 431–450, doi:,

C. Berger, ‘Kano’s methods for understanding customer-defined quality’, Cent. Qual. Manag. J., vol. 2, no. 4, pp. 3–36, 1993, [Online]. Available:

E. Oey, D. Cynthia, M. Megawati, and S. Hansopaheluwakan, ‘ServQual and modified Kano for process improvement – a case study of a medical device distributor’, Int. J. Bus. Excell., vol. 28, no. 3, pp. 281–299, Jan. 2022, doi:

I. Shafei and H. Tabaa, ‘Factors affecting customer loyalty for mobile telecommunication industry’, EuroMed J. Bus., vol. 11, no. 3, pp. 347–361, Jan. 2016, doi:

P. C. Verhoef and K. N. Lemon, ‘Successful customer value management: Key lessons and emerging trends’, Eur. Manag. J., vol. 31, no. 1, pp. 1–15, 2013, doi:

A. Pérez and I. Rodríguez del Bosque, ‘An Integrative Framework to Understand How CSR Affects Customer Loyalty through Identification, Emotions and Satisfaction’, J. Bus. Ethics, vol. 129, no. 3, pp. 571–584, 2015, doi:

PlumX Metrics

How to Cite
H. K. R. Munawar, A. K. Garside, A. Nugraha, and A. Khoidir, “Telecommunication service quality analysis using integration of SIPA and modified Kano”, j. sist. manaj. ind., vol. 7, no. 1, pp. 53-68, Jun. 2023.
Research Article