Applying Importance-Performance Analysis for Developing a Model of Quick Service Restaurant Innovation Strategies in Downtown Bangkok

There is considerable research-based evidence supporting the idea that innovative restaurants are better able to improve their service quality and reputation, leading to an increase in sales revenue and profit growth. Consistent innovation enables restaurants to stay ahead of their competitors and maintain a competitive advantage over the long term. Thus, it is necessary for restaurant entrepreneurs to use a variety of innovative strategies to achieve such a competitive advantage. The purpose of this research was to apply importance-performance analysis (IPA) within the context of quick service restaurants (QSR) located in downtown Bangkok, the capital city of Thailand, as well as evaluating innovative attributes of QSRs from the customer perspective, regarding their expectations (perceived importance) and satisfaction (perceived performance). A total of 400 QSR customers were selected for the sample, with purposive sampling being employed to collect data, in order to ensure only working-aged respondents were selected for the sample; convenience sampling was also used alongside. Finally, the twenty-one predetermined innovation attributes were divided into four categories: marketing, organizational, product, and process innovations. These four factors were plotted two-dimensionally onto an IP grid using their mean values of performance and importance. These were then integrated into a matrix which can be used as a guide for Bangkok QSRs to identify appropriate innovation attributes. The paper concludes by providing a developed model of innovative strategies for utilization in QSRs