Scienceline Publications Journal of Educational and Management Studies 2322-4770 9 3 2019 Septmeber The use of importance-performance analysis (IPA) in evaluating key attributes of Vietnam’s universities 11 15 jems.science-line.com/attachments/article/51/JEMS,%209(3)%2011-15,%202019,%20The%20use%20of%20importance-performance%20analysis%20(IPA).pdf EN Nguyen Thi Kim Chi Hanoi University of Business and Technology, Hà Nội 100000, Vietnam (Email: chikkte@gmail.com) Nguyen Van Tuan Hanoi Multidisciplinary Vocational School, Hà Nội 100000, Vietnam (Email: ydc.edu.vn@gmail.com) Nguyen Minh Dat Ho Chi Minh City University of Law, Hồ Chí Minh 700000, Vietnam (Email: Joe.nguyen1405@gmail.com) In Vietnam, administrators from tertiary education institutions consider education as a service, recognizing the importance of providing good training services to meet students’ needs and to attract student’s enrollment. The author of this research uses the IPA (importance-performance analysis) model to evaluate key university attribute criteria from the perspective of high school students who are subjected to education service and would be university students. The findings of this study are expected to help education managers in identifying strengths and weaknesses of universities in order to seek solutions to better meeting the needs of potential students. Importance-Performance Analysis (IPA) College choice School choice Higher education