This study applies importance-performance analysis to examine how the services provided by the convenient store (Hi-Life) located in Asia University have been changed when a competitor of a 7–11 convenient store opens nearby the university. In this case study, the performance for each item in the survey was measured by the average value, while the importance was evaluated by the variance-based methods. With the use of importance- performance analysis, a comparison of provided services at Hi-Life can be evaluated by two four-quadrant matrices to see how the services have been changed when the 7–11 becomes the competitor nearby the university.
