Application of Revised Importance–Performance Analysis to Investigate Critical Service Quality of Hotel Online Booking

This study integrates the three-factor theory and Importance–Performance Analysis (IPA) into a three-dimensional importance–performance analysis (3-D IPA) approach to identify critical service quality attributes for hotel online booking. A seven-point Likert-type scale of measurement was designed in survey participants (foreign independent tourists) were randomly selected at Taoyuan International Airport, Taiwan. total 453 identified. The classification factors based on explicit importance, while implicit importance measured with relationship satisfaction by using ordered probit model. results, compared traditional method partial correlation analysis, different dimensions Fulfillment Responsiveness, Safety Security, Website Functionality, Customer Relationships. In conclusion, this broadens perspective research improves performance evaluation e-service attributes. empirical results provide recommendations policy implications resource allocation management.