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Table of contents
1. Strategies Towards Becoming a World Class University: An Application of Importance-Performance
Analysis (IPA)..................................................................................................................................................

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Document 1 of 1

Strategies Towards Becoming a World Class University: An Application of Importance-Performance

Analysis (IPA)
Author: Yusof, Jamaliah Mohd; Musa, Rosidah; Putit, Lennora
ProQuest document link
Abstract: This study addresses factors that influence potential world class ranking within the higher educational
institutions. Specifically, it examines image attributes of an identified public university by applying ImportancePerformance Analysis in an attempt to understand its key challenges and critical management issues. Using
convenience sampling technique, a total of 215 usable self-administered survey data were collected amongst
various public university students of a developing nation. Findings reveal that attributes such as academic
excellence commitment, good teaching quality, and extensive availability of academic programs are key drivers
for the university to achieve a world class status. It also provides important implications for future research
directions and management of higher education institution sector. [PUBLICATION ABSTRACT]
Full text: Headnote
Abstract
This study addresses factors that influence potential world class ranking within the higher educational
institutions. Specifically, it examines image attributes of an identified public university by applying ImportancePerformance Analysis in an attempt to understand its key challenges and critical management issues. Using
convenience sampling technique, a total of 215 usable self-administered survey data were collected amongst
various public university students of a developing nation. Findings reveal that attributes such as academic
excellence commitment, good teaching quality, and extensive availability of academic programs are key drivers
for the university to achieve a world class status. It also provides important implications for future research
directions and management of higher education institution sector.
Keywords-Importance-Performance Analysis; corporate image; world class university
I. INTRODUCTION
Researchers have spent considerable effort to understand the concept of corporate image in the field of
marketing, advertising, and public relation [1]. It has the potential of influencing an organization's competitive
standing [2] and customer loyalty [3], [4]. According to reference [51 corporate image is also important in
affecting sales or profitability of the organization. In particular, studies of corporate image in higher educational
institution's context have explained its effect in the formation of public attitude towards the institution[6], [7].
The focus of academic research on corporate image has undergone rapid growth over the decades. With the
increasing competition taking place amongst the higher educational institutions, many universities and
collegeshave been actively working on their images as their positioning and differentiation strategy from their
respective competitors. The issues of perceived versus expected factors of a university has become critical for
higher education institutions in determining the right strategy to position themselves as quality and reputable
universities.
Given the importance of university image as a corporate entity, it is therefore essential to examine perceived
performance of the university against the priorities or expectations of university students. In view of this, the
present study proposed an Importance-Performance Analysis (IP A) of the university's image factors. By
examining the IPA results of university image, this study aims to achieve the following research objectives: (1)
to investigate the expectations related to the importance of university image attributes, (2) to examine the
perceived performance of the university image attributes, (3) to identify the critical areas for improvement to
focus on.
II. LITERATURE REVIEW
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A. Higher Education Institution Image

Image is continuously growing in importance and is frequently discussed in many different contexts. In fact, the
discussions of different types of images such as corporate image, brand image, company image, store image
and destination image and their usefulness are widely acknowledged [6], [7], [8], [9] and [10]. In the context of
higher education institution, image has been used to develop positioning or repositioning strategy for reasons
such as to be recognized as a world-class university, being reputable for its quality, prestige and the like. Image
of a higher education institution covers a broad range of elements or dimensions and there has been no
universal agreement. According to reference [11], for a higher education institution to be classified as a world
class university, it should cover a broad range of elements from lecturers, students, administrative staffs as well
as all other aspects involved in the development of the university. As further pointed by Ahmad Bajunid (2006)
cf [12], for a higher education institution to move toward becoming a world class university, it should have a
world class lecturers, world class students, world class administrative staffs, world class facilities and world
class learning environment.
B. Importance-Performance Analysis
Reference [13] first advocated this simple analytical technique, and over the years, many modifications and
variations of IP A have emerged [14], [15]. Based on previous literature, this analysis was undertaken based on
ratings given by respondents for perceived of importance and attribute performance. IPA is recognized as a
simple yet useful tool which has the capability of visually depicting respondents' ratings on importance against
performance of the attributes understudied The visual ratings are depicted on a twodimensional matrix (grid),
which illustrate the perceived performance or evaluation along the x-axis and the importance along the y-axis.
The grid is then subdivided into the four quadrants which resulted in four different strategies (Fig 1).
As illustrated in Figure 1, the quadrants indicate various strategies based on the position of plot of the attributes
on the grid. The interpretation of the different zones in the quadrant is as follows :
Quadrant 1 : Keep up the Good Work
Attributes that are categorized into this zone indicate that they are rated as important as well as having
satisfactory performance. According to reference [16], this quadrant represents opportunities for gaining and
maintaining competitive advantages. Strategically, managers should maintain the superior evaluation of the
attributes and further exploit their competitive potentials by allocating more efforts and resources on such
attributes.
Quadrant 2: Concentrate Here
The attributes that are classified into this zone are considered as highly important but they do not have
satisfactory performance. According to reference [16], this zone is critical for managers to focus on in gaining
market share. In addition, if resources can be reallocated from lesser important attributes, the attributes that fall
into this zone can be converted to 'critical strength'. In essence, managers should hence focus on these
attributes for an overall performance to be enhanced and it is believed that if they are ignored, this might cause
severe problems [15].
Quadrant 3: Low Priority
The attributes located in this grid are deemed unimportant and at the same time, are rated as having low
performance. For the attributes that are classified into this zone, managers are suggested to give lesser priority
towards improving these attributes.
Quadrant 4: Possible Overkill
Attributes classified in this grid are rated as unimportant, but yet perform relatively well. This suggests that
managers should consider the present efforts on these attributes as being a waste of resources. Therefore, if
company needs to cut costs, these are the areas in which cuts could be made and should consider allocating
some of these resources elsewhere.
III. RESEARCH METHODOLOGY AND DATA ANALYSIS
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A. Methodology and Sampling

This study focuses on university students' perception and evaluation towards image attributesof a large public
university, that is, Universiti Teknologi MARA (called UiTM hereafter) situated in the state of Selangor, Malaysia.
The attributes of a world-class university were evaluated using a number of measurement scales based on 21
items. The items were developed through series of focus group sessions and later refined in order to achieve a
high degree of validity.
The respondents were asked to rate their expectation as well as perceptions of the attributes listed in the survey
questionnaire. The items for the attribute perceptions of university image were operationalized on a seven-point
Likert scale anchored at (1) strongly disagree and (7) strongly agree. The questions asking respondents to rate
the level of importance of the attributes were anchored with (1) not at all important and (7) very important.
The survey was undertaken over a four month's duration at various public universities in the identified areas.
With the presence of administrator, respondents were asked to complete the survey questionnaires and handed
over upon completion. Out of the 250 survey questionnaires that were distributed to the targeted university
students' population, only 214 usable questionnaires were received, represenmg a valid response rate of 86%.
The sample comprised of 33% males and 68 females. Approximately 57% of the samples were in the age range
from 21-30 and 85% were Malays. In terms of education and income levels, 65% of the respondents have
acquired basic university degree qualifications and monthly incomes of less than RM 1000. 00 respectively
B. Data Analysis
As a general procedure, the usable data was first analyzed using exploratory data analysis (EFA) to identify the
underlying structure of the constructs examined and subsequently validated using the reliability measure of
reliability coefficient (Cronbach alpha). The reliability coefficient results yielded estimates ranging from 0.86 0.95 which exceeded the usual recommendation of alpha 0.6 for establishing internal consistency of the scale
and implies a higher internal consistency[17], [18].
IV. RESULTS
Table 1 presents the results of 'performance' and 'importance' mean score, mean difference and the result of
paired-sample t-test to test for significant differences between both mean scores. The findings illustrates that all
the items are significantly different at pO.001 and pO.01 level of significance. In addition, Table 1 depicts that
'has strong academic reputation' has been rated as the most important attribute (mean score =5.63) that
influenceda university image to be a world class university, whilst media coverage about the university is very
positive' is considered least important factor (mean score = 4.91). In term of perception on 'reasonable tuition
fee' attained the highest score (mean score = 5.07), and conversely 'efficient administrative staff has lowest
score (mean score = 4.50). Apparently, from these descriptive statistics we can imply that 'has strong academic
reputation' (mean score = 5.63) is considered the most important factor that drives a university to be perceived
as a world class university, followed closely by 'a well-established university' (mean score = 5.53).
Based on the gap analysis as presented in Table 1, the statement bearing 'has strong academic reputation'
provides the biggest gap (0.90), indicating that this factor is very important (5.63) in influencing the university
image. However their level of perception of UiTM on this attribute is slightly above neutral (4.73). These findings
suggest that UiTM management should concentrate on this aspect, which are considered very critical. Hence,
immediate action should be taken to improve UiTM in term of its academic reputation. It is believed that if the
management fails to take any remedial actions, this might lead to severe problems.
The summarized results of IPA are exhibited in Table 2. The discussion on the IPA results is illustrated and
interpreted according to the four classifications of strategies. Fig. 3 implies that item 2, 7, 8, 12, 16, 17, 18 and
20 are the key drivers of UiTM's image, therefore UiTM's management must maintain to 'Keep Up the Good
Work'. It was revealed in Fig. 3 that Item 1, 3, 4, 5, 9 and 21 fall in the 'Concentrate Here' zone. Clearly the
findings reveal that these attributes were categorized as prioritized area, which call for immediate actions for
improvement, because these attributes have been evaluated high in 'importance' but low in terms of the
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respondents' perception of their performance. Apparently by prioritizing improvement on these areas, UiTM's or
relevant authorities might enhance overall perception of UiTM in becoming a World Class University. However,
if they are ignored this might pose a serious threat to the image of UiTM in its vision to be a world class
university. Importantly, by improving the 'importance' attributes that fall short of 'performance' judgment by the
respondents, UiTM could yield the desired outcomes and prevent money being spent on improving unimportant
attributes. Fig. 3 pictorially illustrates that items 6, 10, 11, 13, 14 and 19 fall in the 'Low Priority' zone, hence it
indicates that it is not necessary for UiTM's management to focus additional effort here. Finally, it was identified
that only item 15 was found to be located in the 'Possible Overkill' zone in IPA chart. Resources committed to
items which are deemed 'Possible Overkill' should be channeled to attributes located in the Concentrate Here'
zone.
V. DISCUSSION AND CONCLUSION
The results presented in this study demonstrate that the points plotted in the 'Concentrate Here' quadrant of the
IPA chart (see Fig. 3) indicate that UiTM management must take immediate actions to improve these aspects:
which are 'academic reputation', 'competency of the graduates', 'graduates successful in their careers',
'graduates who are highly employable', 'potential to become a world class university' and 'well-managed
university'. It is important to point out that the statement bearing 'has strong academic reputation' is the most
important attribute to be a world class university. However, it was unveiled that the gap between the importance
and performance means is the biggest. Therefore, it is clear that UiTM's management should immediately take
actions to improve this aspect in view to be seen as a world class university. In essence, the findings from the
present research endeavour might provide clear guidelines for UiTM's management and relevant authorities in
allocating and aligning internal resources and effort in order to achieve its status as a world class university.
It was noted that one major limitations of this study is that both performance and importance attribute ratings
might be influenced by respondents' level of awareness and knowledge about the university. In this regards,
future research should develop IPA models by using screening questions to determine the level of the
respondents' awareness and knowledge. It is reasonable to suspect that based on awareness and knowledge
level pertaining to the attributes of UiTM, the research could produce significantly different results. In doing so,
perhaps precise area of improvement could be determined and effective action plans could be formulated
ACKNOWLEDGMENT
The authors wish to extend their appreciation to the Universiti Teknologi MARA for providing the research grant
to conduct this study.
Sidebar
University Teknologi MARA (sponsor)
References
References
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of Educational Management No. 15/6, pp. 276-282, 2001.

[7] U. Yavas, and D.J. Shemwell, "Bank image and illustration of correspondence analysis," International
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factor structure of customer satisfaction," Service Ind. Journal, 23, pp. 112-129,2003.
[16] J.D. Barsky, and R. LaBagh, "A strategy for customer satisfaction. The Cornell Hotel and Restaurant
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[17] J.F. Hair, R.E. Anderson, R.L. Tatham, and W.C. Black, Multivariate Data Analysis (5th ed.). Upper Saddle
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AuthorAffiliation
Jamaliah Mohd. Yusof
Faculty of Business Management
Universiti Teknologi MARA
Shah Alam, Malaysia
jamaliahl 62@salam.uitm.edu.my
Rosidah Musa
Faculty of Business Management
Universiti Teknologi MARA
Shah Alam, Malaysia
rosidahm@salam.uitm.edu.my
Lennora Putit
Faculty of Business Management
Universiti Teknologi MARA
Shah Alam, Selangor
lennora633@salam.uitm.edu.my
Subject: Studies; Teaching methods; Corporate image; Higher education;

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Classification: 9130: Experiment/theoretical treatment; 8306: Schools and educational services; 2420: Image
Publication title: International Conference on Enterprise Marketing and Globalization (EMG). Proceedings
Pages: 154-158
Number of pages: 5
Publication year: 2012
Publication date: 2012
Publisher: Global Science and Technology Forum
Place of publication: Singapore
Country of publication: Singapore
Publication subject: Business And Economics--Marketing And Purchasing
ISSN: 22512098
Source type: Conference Papers & Proceedings
Language of publication: English
Document type: Feature
Document feature: Diagrams Tables Graphs References
ProQuest document ID: 1285260435
Document URL: http://search.proquest.com/docview/1285260435?accountid=48290
Copyright: Copyright Global Science and Technology Forum 2012
Last updated: 2013-02-09
Database: ABI/INFORM Complete

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Bibliography
Citation style: APA 6th - American Psychological Association, 6th Edition
Jamaliah, M. Y., Musa, R., & Putit, L. (2012). Strategies towards becoming a world class university: An
application of importance-performance analysis (IPA). Paper presented at the 154-158. Retrieved from
http://search.proquest.com/docview/1285260435?accountid=48290

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