“…IPA has been applied in various fields (Eskildsen & Kristensen, 2006) especially, in studying the performance of IT services (Ainin & Hisham, 2008), assessment of consumers (Sampson & Showalter, 1999), marketing management (Ford, Joseph, & Joseph, 1999), health (Hawes & Rao, 1985;Dolinsky & Caputo, 1991;Skok, Kophamel, & Richardson, 2001;Yavas & Shemwell, 2001;Ábalo, Varela, & Rial, 2006), banking (Yeo, 2003;Joseph, Allbrigth, Stone, Seknon, & Tinson, 2005), hospitality (Weber, 2000), industrial marketing management (Hansen & Bush, 1999;Matzler, Bailom, Hinterhuber, Renzl, & Pichler, 2004), marketing (Novatorov, 1997), tourism (Evans & Chon, 1989;Hollenhorst, Olson, & Fortney, 1992;Duke & Mont, 1996;Zhang & Chow, 2004;Dominique-Ferreira & Silva, 2011), and service quality (Ennew, Reed, & Binks, 1993;Matzler, Sauerwein, & Heischmidt, 2003). However, the final location of the axes of the quadrants is one of the main difficulties in IPA.…”