Table 1. Users' ratings of importance and satisfaction of service attributes and carriers

	Users' expectation of service	Users' perception of service
FedEx	UPS
Economic efficiency
A1. Moderate price	8.78	7.36	7.15
A2. Variety rate	8.66	7.13	7.79
A3. Reasonable price	8.54	6.44	7.23
A4. Rate policy	8.72	7.67	7.70
Accuracy
B1. On-time pick-up	8.34	8.01	7.82
B2. Pick-up service area	7.82	8.42	7.27
B3. On-time delivery	8.66	7.74	8.82
B4. Accurate delivery	8.16	8.11	6.28
Dependability
C1. Packing condition	8.01	7.95	7.03
C2. Image	7.21	7.79	7.42
C3. Customs clearance	8.38	7.12	8.05
Promptness
D1. Quick pick-up	8.07	7.72	7.97
D2. Quick delivery	8.64	8.21	8.33
D3. Network	7.16	7.86	7.28
D4. Quick response	7.51	7.62	6.94
Convenience
E1. Service area	8.50	7.93	8.01
E2. Branch	6.28	8.06	8.58
E3. Booking	8.31	7.88	7.57
E4. Tracing	7.21	8.35	7.76
E5. Schedule	7.83	8.26	8.12
Safety
F1. Handling	7.76	7.99	6.88
F2. Compensation	7.74	6.17	7.19
F3. Problem solving	8.16	5.92	7.73
F4. Information	6.55	6.69	6.92
F5. Facility	6.41	8.02	6.69
F6. Damage and loss	8.33	7.24	5.90

Based on the information provided in Table 1, conduct an importance-performance analysis (IPA) for UPS and FedEx, respectively. Scatterplot those 26 service-attributes into a two-dimensional grid, in which the importance of the attributes is displayed on the vertical axis, and the perceived performance is displayed on the horizontal axis. The origin point (X, Y) in the IPA grid uses the average perceived performance, and average importance value as the corresponding coordinates.

For FedEx

• Average perceived performance for each attribute

• Average performance for A: 7.36+7.13+6.44+7.67 / 4 = 7.15
• Average performance for B: 8.01+8.42+7.74+8.11 / 4 = 8.07
• Average performance for C: 7.95+7.79+7.12 / 3 = 7.62
• Average performance for D: 7.72+8.21+7.86+7.62 / 4 = 7.85
• Average performance for E: 7.93+8.06+7.88+8.35+8.26 / 5 = 8.09
• Average performance for F: 7.99+6.17+5.92+6.69+8.02+7.24 / 6 = 6.98

• Average importance for each attribute

• Average Importance for A: 8.78+8.66+8.54+8.72 / 4 = 8.67
• Average Importance for B: 8.34+7.82+8.66+8.16 / 4 = 8.24
• Average Importance for C: 8.01+7.21+8.38 / 3 = 7.87
• Average Importance for D: 8.07+8.64+7.16+7.51 / 4 = 7.85
• Average Importance for E: 8.50+6.28+8.31+7.21+7.83 / 5 = 7.83
• Average Importance for F: 7.76+7.74+8.16+6.55+6.41+8.33 / 6 = 7.51

For UPS

• Average perceived performance for each attribute

• A: 7.15+7.79+7.23+7.70 / 4 = 7.47
• B: 7.82+7.27+8.82+6.28 / 4 = 7.80
• C: 7.03+7.42+8.05 / 3 = 7.17
• D: 7.97+8.33+7.28+6.94 / 4 = 7.63
• E: 8.01+8.58+7.57+7.76+8.12 / 5 = 7.81
• F: 6.88+7.19+7.73+6.92+6.69+5.90 / 6 = 6.83

• Average importance for each attribute

• A: 7.36+7.13+6.44+7.67 / 4 = 7.47
• B: 8.01+8.42+7.74+8.11/4 = 7.80
• C: 8.01+7.21+8.38 / 3 = 7.87
• D: 8.07+8.64+7.16+7.51 / 4 = 7.85
• E: 8.50+6.28+8.31+7.21+7.83 / 5 = 7.83
• F: 7.76+7.74+8.16+6.55+6.41+8.33 / 6 = 7.51

plot these attributes on a two-dimensional grid with perceived performance on the horizontal axis and importance on the vertical axis and determine the origin point using the average perceived performance and average importance values for both FedEx and UPS.

For FedEx:

Average perceived performance: X-axis

Average importance: Y-axis

For UPS:

Average perceived performance: X-axis

Average importance: Y-axis

plot the attributes for both FedEx and UPS on the same graph.