| Hypermart is a retail company. Retail business is developing rapidly with the growing public lifestyle variety. The various retail business such as supermarket, hypermarket and minimarket. Hypermart is included in the types of Hypermarket. This study to examine the importance of specific characteristics using a 3-dimensional importance-performance analysis (3-D IPA) approach that integrates the IPA approach with the three-factor theory. A service quality measurement scale was developed and a total of 154 respondents were surveyed. The results reveal the types (basic, excitement, and performance) of 12 service attributes in the 3-D IPA cube. This study indicates a variation of types of three factors for service attributes may occur in different market segments. This study contributes a new service measurement scale and 3-D IPA approach for researchers to conduct future studies. |