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In a competitive market, if one uses the traditional Importance-Performance Analysis (IPA) to evaluate service performance without considering the service level of competitors, misleading results may be obtained for managers responsible for developing improvement strategies. The purpose of this paper is to present a different approach of the Competitive Importance-Performance Analysis (CIPA) in order to evaluate the attributes that explain the preference of young people for a local fast-food in comparison with an international fast-food. The results revealed that the local fast-food is more competitive for only three attributes: the schedule, the low prices and the food consistency. The local fast-food’s managers could use these attributes to obtain a unique position on the market and to conceive adequate marketing strategies for the young people’s segment.
Keywords: Fast-food, Competitive importance-performance analysis, Attributes, Market
JEL classification: L83, L25
