Research on Service Touchpoint Optimization for Bai Tie-dye Based on Importance-Performance Analysis and Peak-end Rule

DU Jiang; PENG Jiayu; YAN Dufeng; YU Yang

doi:10.19554/j.cnki.1001-3563.2026.16.044

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Packaging Engineering ›› 2026, Vol. 47 ›› Issue (16) : 498-510. DOI: 10.19554/j.cnki.1001-3563.2026.16.044

Design Discussion

Research on Service Touchpoint Optimization for Bai Tie-dye Based on Importance-Performance Analysis and Peak-end Rule

DU Jiang¹, PENG Jiayu¹, YAN Dufeng¹, YU Yang^2,*

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Abstract

The work aims to propose a service touchpoint optimization method integrating IPA (importance-performance analysis) and the peak-end rule to address issues such as inefficient processes and ambiguous emotional peaks in the Bai tie-dye intangible cultural heritage experience. Taking the Puzhen Bai Tie-dye Museum as a case study, service touchpoints were identified through user journey mapping. IPA was used to calculate the inferred importance of each service touchpoint and identify the fourth quadrant improvement zone. Simultaneously, the peak-end rule was introduced to identify the peak and end times in the pre-, mid-, and post-experience stages. Based on these two methods, an "IPA-peak-end" cross-matrix was constructed, categorizing service touchpoints into four types: "threat, weakness, quality, and maintenance". This determined optimization priorities and completed the service blueprint and APP interface design. Case study results show that this method can effectively identify key service touchpoints in the Bai tie-dye experience and provides a reference for service optimization priority determination. It has certain application value in improving service process coherence and user experience perception, and can provide a reference path for intangible cultural heritage service design research.

Key words

Bai tie-dye / importance-performance analysis (IPA) / peak-end rule / intangible cultural heritage (ICH) / service touchpoint

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DU Jiang, PENG Jiayu, YAN Dufeng, YU Yang. Research on Service Touchpoint Optimization for Bai Tie-dye Based on Importance-Performance Analysis and Peak-end Rule[J]. Packaging Engineering. 2026, 47(16): 498-510 https://doi.org/10.19554/j.cnki.1001-3563.2026.16.044

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