Telecommunication service quality analysis using integration of SIPA and modified Kano

This article investigates the integrated approach of Simultaneous Impor­tance-Performance Analysis (SIPA) model and modified Kano to evaluate prioritize service attributes for telecommunication companies in Indonesia. The study is based on demographic profiles usage patterns 74 respondents. results demonstrate that SIPA models can provide valuable insights identifying priority areas effective strategies improving quality. Specifically, helps compare competitor performance identify important attributes. In contrast, facilitates a dynamic cycle attribute evaluation inform managerial strate­gies. contributes by highlighting potential proposed ap­proach offer seeking enhance their offerings remain competitive con­stantly evolving market.