“…1977IPA has been widely adopted in multiple disciplines and businesses, such as production management (da Silveira, Snider, & Balakrishnan, 2013), selecting hotel (Chu & Choi, 2000), quality management (Tonge & Moore, 2007), competitiveness of a travel destination (Enright & Newton, 2004), restaurant operating strategy (Keyt, Yavas, & Riecken, 1994), building a tourism policy (Evans & Chon, 1989), measuring the service quality levels (Jemmasi, Strong, & Taylor, 1994), consumer satisfaction (Barbara, Jaffe, & Lin, 1994;Deng, 2007;Taplin, 2012;Dewi, Gundavarapu, & Cugati, 2013), brand positioning (Chapman, 1993), market segmentation approach (Cheron, McTavish, & Perrien, 1989), resort facility positioning (Kozak & Nield, 1998), service quality in hospital sector (Jemmasi et al, 1994), evaluating senior human resource (Siegenthaler, 1994), Factors in job satisfaction (Pan, 2015), and evaluating a course program (Martilla & James, 1977). Notable is the current work is the pioneer in adopting this technique in evaluating the performance in retail fund as previous studies had done with other methods, such as Kaushik (2019) and Kambeu (2017).…”