Combined importance–performance map analysis (cIPMA) in partial least squares structural equation modeling (PLS–SEM): a SmartPLS 4 tutorial

• Published in: Journal of marketing analytics Vol. 12; no. 4; pp. 746 - 760
• Main Authors: Sarstedt, Marko, Richter, Nicole F, Hauff, Sven, Ringle, Christian M
• Format: Journal Article
• Language: English
• Published: London Palgrave Macmillan 01.12.2024; Palgrave Macmillan UK
• Subjects: Advertising; Algorithms; Artificial intelligence; Brand loyalty; Business and Management; cIPMA; Customer satisfaction; Datasets; Decision making; Importance–performance map analysis (IPMA); Least squares; Marketing; Modelling; Necessary condition analysis (NCA); Original Article; Partial least squares (PLS); PLS–SEM; Sharing economy; Social responsibility; Software; Structural equation modeling; Structural equation modeling (SEM); Technology Acceptance Model; Technology acceptance model (TAM); Structural equation modeling (SEM); Technology acceptance model (TAM); PLS–SEM; Importance–performance map analysis (IPMA); Partial least squares (PLS); cIPMA; Necessary condition analysis (NCA)
• ISSN: 2050-3326; 2050-3318; 2050-3326
• DOI: 10.1057/s41270-024-00325-y

Recent research on partial least squares structural equation modeling (PLS–SEM) extended the classic importance–performance map analysis (IPMA) by taking the results of a necessary condition analysis (NCA) into consideration. By also highlighting necessary conditions, the combined importance–performance map analysis (cIPMA) offers a tool that enables better prioritization of management actions to improve a key target construct. In this article, we showcase a cIPMA’s main steps when using the SmartPLS 4 software. Our illustration draws on the technology acceptance model (TAM) used in the cIPMA’s original publication, which features prominently in business research.