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The purpose of this study is to demonstrate the potential of importance‐performance (IP) analysis as a decision‐making tool for service management, employing IP analysis to assess the performance of Greek insurance in delivering quality services.

Data were collected in a two‐stage survey. In both stages, respondents were asked to provide importance and performance scores, in identical seven‐point Likert scales, for the 25 service attributes identified for Greek insurance. In order to qualify for the sample, individuals had to be over the age of 25 and have at least one insurance policy and one service encounter with their insurers within the previous three months. The two methodological streams of IP analysis, “gap analysis” and IP maps, were employed to analyse the data.

The value of importance‐performance analysis as a tool for managerial decision …