Authors:
Dita Amanah
;
Ratih Hurriyati
;
Disman
;
Vanessa Gaffar
and
Dedy Ansari Harahap
Affiliation:
Universitas Pendidikan Indonesia, Indonesia
Keyword(s):
Service quality, Importance Performance Analysis, Customer Satisfaction Index, Lazada, Online purchase
Abstract:
Service quality is one of the strategies in marketing and is a major factor in the success of the company. This article analyzes Lazada's service quality based on the Importance Performance Analysis (IPA) method. This method identifies service attributes, so that services can be identified that need priority to be improved. Furthermore, from this method it can be recommended that improvements can be made by Lazada. The sample was eighty respondents who were doctoral students in Management Science at the Universitas Pendidikan Indonesia Postgraduate. They are the ones who have made purchases online at Lazada, which is the top online store in Indonesia. Samples were taken by purposive sampling technique and data were collected by distributing questionnaires to customers. Overall, Lazada's service quality performance is in the good category (80%). From the assessment of nineteen Lazada service quality performance attributes, the main priority to be improved is to provide confirmation of
order details quickly and accurately (45%), provide order travel details (50%), timeliness of order delivery (61%), service accordingly with appointments (70%) and understanding the atmosphere that customers want (57%). The results of the CSI method show that customer satisfaction is 65.17%. This value is in the range of 51-65.99%, thus, overall customers feel quite satisfied with Lazada's services.
(More)