Service Quality towards Lazada's Customer Satisfaction based on
Importance Performance Analysis Methods and
Customer Satisfaction Index
Dita Amanah
1,2
, Ratih Hurriyati
1
, Disman
1
, Vanessa Gaffar
1
, Dedy Ansari Harahap
1,3
1
Universitas Pendidikan Indonesia, Bandung, Indonesia
2
Universitas Negeri Medan, Medan, Indonesia
3
Universitas Islam Sumatera Utara, Medan, Indonesia
Keywords: 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.
1 INTRODUCTION
Rapid technological development is
accompanied by a growing number of internet users,
the competition between online marketers will be
even tighter. Electronic commerce has become an
inevitable trend. Lazada is one of them, a private
Singapore e-commerce company founded by Rocket
Internet in 2011. Lazada has introduced e-commerce
websites in March 2012 in Indonesia, Malaysia,
Philippines, Thailand and Vietnam. Lazada Group,
operates in Indonesia, Malaysia, Philippines,
Singapore, Thailand and Vietnam. Lazada is an
online shopping center that offers various types of
products ranging from electronics, fashion, home
appliances, health & beauty, babies and children's
toys, sports & travel, wholesalers, etc. Lazada
Indonesia provides an online shopping website,
www.lazada.co.id. which guarantees the comfort of
consumers when trading and also ensures payment
security.
To be the best, every marketer must be able to
maintain and improve customer satisfaction.
Customer satisfaction is the level of comparison
between consumers' feelings by comparing services
received with their expectations. Customers will feel
happy or disappointed with the performance of
certain products and there will be hope for the
product (Kotler & Keller, 2016a). Meeting the needs
of consumers will create satisfaction (Oliver, 2010).
Companies can determine the right marketing
strategy by knowing the level of customer
satisfaction. With this strategy, companies will be
able to survive in competition.
Consumer satisfaction is formed from quality
service. Service quality also plays a role in creating
corporate profits. The higher the quality of services,
the higher customer satisfaction and influence on
company profits. Service quality is the level of
excellence that customers expect and control the
level of excellence in accordance with the wishes of
the customer (Olsen, R. Paul; Wyckoff, 1978).
152
Amanah, D., Hurriyati, R., Disman, ., Gaffar, V. and Ansari Harahap, D.
Service Quality towards Lazada’s Customer Satisfaction based on Importance Performance Analysis Methods and Customer Satisfaction Index.
DOI: 10.5220/0008437801520160
In Proceedings of the 4th Sriwijaya Economics, Accounting, and Business Conference (SEABC 2018), pages 152-160
ISBN: 978-989-758-387-2
Copyright
c
2019 by SCITEPRESS – Science and Technology Publications, Lda. All rights reserved
Required responsiveness of company and the reality
of the services offered. So, customer perceptions
play a role in assessing the service quality of the
company, not the perception of service providers
(Kotler & Armstrong, 2016). Responsiveness,
assurance, tangible, empathy and reliability are
dimensions that shape the quality of service
(Parasuraman, Zeithaml, & Malhotra, 2005).
Companies can improve services by identifying
customer expectations. Mouth-to-mouth
communication, consumer experience, external
communication will affect customer expectations for
real service and services perceived by customers.
The Importance Performance Analysis (IPA)
method was first introduced by Martilla and James
in 1977. The purpose of this method is to measure
the relationship between consumer perception and
priority of product/service quality improvement or
referred to quadrant analysis (Martilla & James,
1977). Suitability between the level of importance
and the level of performance is obtained by this
method. The priority sequence of factors that affect
consumer satisfaction and must be corrected by the
company is determined by the level of suitability.
The results are positioned into four quadrants,
namely quadrant I (concentrate here) is a position
the company needs to improve the attributes
included in it, as well as being a top priority for the
company, quadrant II (keep up the good work) is a
position the attributes included are considered
important for the company and expected to support
customer satisfaction so that the company must
maintain this performance, the third (low priority) is
a position the attributes included are considered to
have a low level of performance and are not too
important by consumers so the company does not
prioritize improvements in these attributes, quadrant
IV (possibly overkill) is a position the attributes
included in it are considered not too important and
not so expected by the customer so the company also
does not pay much attention to these attributes.
In addition to the IPA method, CSI was also used
in this study. CSI was adopted from ACSI
(American Customer Satisfaction Index) which was
developed by Swedish economists which was used
as a barometer of Swedish customer satisfaction in
1989. Then developed again by researchers at the
National Quality Research Center at the University
of Michigan, in collaboration with the American
Society for Quality and CFI Group, Inc. in 1994.
Both versions, ACSI and Sweden were introduced
by Claes Fornell and Donald C Cook. CSI results
can be used as a reference for determining company
goals in the future. Some steps need to be taken to
calculate CSI, first is to calculate weighting factors,
second to calculate weighted score, third weight is
total median, fourth is to calculate consumer
satisfaction index (Fornell, Johnson, Anderson, &
Bryant, 1996).
This study aims to analyze customer satisfaction
based on the quality of Lazada's service by using the
Importance Performance Analysis methods and
Customer Satisfaction Index. It is expected that
some of the findings from this research can provide
useful recommendations for Lazada to maintain and
even improve the quality of service that create
customer satisfaction.
2 LITERATURE REVIEW
2.1 Customer Satisfaction
Consumer satisfaction in online shopping tends
to increase their commitment to certain online
products/shops (Mukherjee & Nath, 2007).
However, satisfaction and commitment is not
enough to maintain the sustainability of the
company. Need to consider other factors to make
customers more than satisfied and recommend
products/online stores to others (Casaló, Flavián, &
Guinalíu, 2008). Customer satisfaction is a feeling of
customer likes or dislikes of certain products, the
results of comparison of customer expectations with
the performance of the product (Kotler & Keller,
2016b). Consumers evaluate the product
performance they consume thoroughly (Johnson &
Fornell, 1991). Global evaluation of all aspects that
create customer relationships with service providers
creates a customer affective condition, where
customers feel satisfied or vice versa (Casaló et al.,
2008).
Today, consumer satisfaction has become a
major concern of marketers. Marketers realize that
the ability to understand customers and fulfill their
desires will bring company success. The key to the
company's success is to provide customer
satisfaction (Parasuraman, Zeithaml, & Berry,
1991). Consumer retention will be created with
customer satisfaction and will certainly support the
company because the cost of maintaining existing
customers is cheaper than looking for new
consumers (IBOJO, 2015). In online business,
satisfaction with online store websites has a positive
influence on the trust of the online store (Horppu,
Kuivalainen, Tarkiainen, & Ellonen, 2008). So if the
customer's perception in accordance with the service
received will form satisfaction. Satisfied customers
Service Quality towards Lazada’s Customer Satisfaction based on Importance Performance Analysis Methods and Customer Satisfaction
Index
153
tend to buy again for the same product (Lupiyoadi &
Hamdani, 2006), but if consumers experience
extreme dissatisfaction, it will create drastic actions
by consumers towards certain products or companies
(Pfaff, 1972). Satisfied customers are those who
receive more added value from company. Not only
provide additional products, services or systems, but
provide the best overall experience to customers for
the company's products, services or systems
(Amanah, 2018). Company will get benefit if they
give satisfaction to customers. A harmonious
relationship between the company and the customer
will created which is the basis for repurchasing and
subsequently forming loyalty (Amanah, 2010).
2.2 Service Quality
The difference between customer expectations
and reality for services received will create a
perception of service quality. By comparing
customer perceptions of real services with expected
services, the company will be able to find out the
quality of their services. Companies need to pay
serious attention to the quality of service that must
involve all company resources. Service quality is a
necessity for companies to be able to survive and
still get customer trust. The highest appreciation of
service actions is the quality that is the determinant
of the success of the company (Marcel, 2003). The
perception of the quality revolution as a whole so
that it becomes an idea and then applied, can be
tested, processes dynamically and continuously to
meet customer satisfaction, then this is the concept
of service quality (Stemvelt, Robert C., 2004).
Samuelson (2000) developed a goal theory, which
states that individual goals are assumptions of
satisfaction with the service quality of a company.
Service quality discusses quality, satisfaction and
dissatisfaction. If the service received by the
customer is greater than expected, then the service is
good quality. Service quality that satisfies the
customer if the service received is the same as the
customer expected. Conversely, if the service
received is not in accordance with customer
expectations, then the service is poor quality or not
qualified (Zeithaml, Parasuraman, & Malhotra,
2002). They developed the SERVQUAL model to
compare customer expectations with service
performance using several dimensions viz. tangible,
assurance, reliability, responsiveness, empathy
(Parasuraman, Zeithaml, & Berry, 1985). They
stated that optimal service quality is determined by
the ability to integrate all related elements such as
available services that can provide customer
satisfaction, interaction between service providers
and customers by delivering accurate information,
providing services according to customer needs. An
approach is needed to provide quality services that
gain a high market share and increase profits. Thus,
service is a company action to attract customers to
buy their products and recommend to others
(Amanah, 2012).
3 RESEARCH METHOD
This study uses the Importance Performance
Analysis method to analyze the Lazada service
quality performance and the Customer Satisfaction
Index to analyze Lazada's customer satisfaction.
Eighty respondents who were Doctoral Program of
Management Science students were the sample of
this study. They were the ones who shop online at
Lazada and were taken with purposive sampling
technique. Lazada is the object of this research
because it is the top online store in Indonesia, which
is considered to have many advantages over
competitors (Table 1).
Table 1 : Top Performing Online Consumer Goods
Retailers in Indonesia
The formula used in the IPA method is as follows :
Explanation :
TK
i
= conformance level respondents
Xi = score of assessment of
performance/satisfaction level
SEABC 2018 - 4th Sriwijaya Economics, Accounting, and Business Conference
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Yi = Score of importance assessment
While the formula used in CSI is as follows :
Explanation :
i = survey indicator number-i
j = respondent number - j
k = total of sample/respondent
n = total of survey indicator
C
i
= weight of indicator number-i
X
i
= score of indicator number-i
4 RESULTS
4.1 Descriptive Analysis of Customer
Satisfaction
Table 1 : Lazada Customer Satisfaction Level
Attribute
number
Attribute
Level of
importance
Level of
performance
Scores
P1
The online shop offers a complete
product
4.74
4.00
18.,96
P2
Online store website is well organized
4.54
4.18
18.98
P3
The online store has an attractive
website
3.53
3.70
13.06
P4
Online stores provide information that
is easy to understand
4.39
4.24
18.61
P5
The online store provides
confirmation of order details quickly
and accurately
4.28
1.91
8.17
P6
The customer knows the order's travel
details until delivery
4.35
2.19
9.53
P7
Online shop on time to deliver orders
4.25
2.61
11.09
P8
Online store keeps promises in
serving customers
4.25
2.99
12.71
P9
Online stores provide services quickly
and precisely to customers
3.88
2.65
10.28
P10
Online stores are willing to help
customers
4.00
4.01
16.04
P11
Online store willing to respond to
customer requests
3.76
3.34
12.56
P12
Shipping costs are appropriate and do
not harm customers
4.39
4.40
19.32
P13
Online stores are widely known for
their good reputation
4.19
4.38
18.35
P14
The online store has a privacy policy
4.15
3.68
15.27
P15
The online store has clear information
about the product
3.31
3.38
11.19
P16
Special attention when there are
complaints from customers
3.85
3.23
12.44
P17
Availability of online shop staff
specifically to handle customer
complaints
3.25
1.71
5.56
P18
Concern to always strive to have the
best reputation
3.80
2.44
9.27
P19
Concern for online shop staff to
understand the desired atmosphere
that customers want
4.11
2.33
9.58
Total
77.02
250.96
Service Quality towards Lazada’s Customer Satisfaction based on Importance Performance Analysis Methods and Customer Satisfaction
Index
155
Based on analysis of customer satisfaction index,
Lazada obtained by 65.17%. This value illustrates
that the customer's assessment is in the criteria quite
satisfied with Lazada's service quality performance.
Importance Performance Analysis (IPA) / Cartesius Diagram
Figure 1 : Cartesius Diagram on Service Quality Dimensions
Based on the figure 1 Cartesius Diagram on the
dimensions of service quality above can be
explained that:
Decision Making (IPA)
Quadrant I
Concentrate here
Attribute number : 5, 6, 7, 8, 19
Quadrant III
Low priority
Attribute number : 9, 17, 18
Quadrant I (concentrate here)
The attributes that are in this quadrant are
considered very important by the customer but the
service is not satisfactory. These attributes are the
top priority for immediate improvement by the
company.
Attribute 5: The online store provides confirmation
of order details quickly and accurately
Attribute 6: The customer knows the order's travel
details until delivery
Attribute 7: Online shop on time to deliver orders
Attribute 8: Online store keeps promises in serving
customers
Attribute 19: Concern for online shop staff to
understand the desired atmosphere
that customer want
Conclusion:
The company prioritizes to focus on improving the
attributes in this quadrant, because the service
quality performance is not satisfactory.
SEABC 2018 - 4th Sriwijaya Economics, Accounting, and Business Conference
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Quadrant II (keep up the good work)
The attributes that are in this quadrant are
considered very important by the customer and the
service performance is very satisfying.
Attribute 1: The online shop offers a complete
product
Attribute 2: Online store website is well organized
Attribute 4: Online stores provide information that is
easy to understand
Attribute 12: Shipping costs are appropriate and do
not harm customers
Attribute 13: Online stores are widely known for
their good reputation
Attribute 14: The online store has a privacy policy
Conclusion:
Customers are very satisfied. The company must
maintain the service quality attributes in this
quadrant.
Quadrant III (low priority)
The attributes in this quadrant are considered not too
important by the customer and the service is not
satisfactory.
Attribute 9: Online stores provide services quickly
and precisely to customers
Attribute 17: Availability of online shop staff
specifically to handle customer
complaints
Attribute 18: Concern to always strive to have the
best reputation
Conclusion:
The company does not prioritize too much to focus
on improving the attributes that are in this quadrant,
because the quality of service performance is less
satisfactory so it is not too important for the
company.
Quadrant IV (possible overkill)
The attributes in this quadrant are considered not
very important by the customer but the service is
satisfying.
Attribute 3: The online store has an attractive
website
Attribute 10: Online stores are willing to help
customers
Attribute 11: Online store willing to respond to
customer requests
Attribute 15: The online store has clear information
about the product
Attribute 16: Special attention when there are
complaints from customers
Conclusion:
Customers have felt satisfied with the service
performance provided by the company.
5 DISCUSSION
The results of this study indicate that customers
feel quite satisfied with the quality of Lazada's
services. This is in line with Sobihah, Mohamad,
Mat Ali, & Wan Ismail (2015) which states that
customer satisfaction affects the quality of service
with the factors that influence that is website design,
reliability, privacy or security, customer service in
the hotel industry in Malaysia. Also supported by
Abdeldayem (2010) concluded that the satisfaction
of online shopping customers in the United Arab
Emirates is not only influenced by the ease of using
the website, the benefits and pleasures when
shopping, but also by other factors such as the
character of the customer's perceived website, the
character of the channel and the character of the
customer. Santouridis (2009) also agrees with the
results of this study which states that the dimensions
of service quality affect the customers satisfaction
who shop online in Greece. The most important
factor for customers is ease of use, e-scape and
guarantee. Especially customization, has a
significant positive influence for customers, because
customization will form the cstomers trust who shop
at certain online stores in Greece. In other studies
shows that service quality factors that affect
customer satisfaction are responsiveness and trust
(Sundaram, Ramkumar, & Shankar, 2017).
This study uses the IPA method to analyze the
quality of Lazada services and the results show that
Lazada's service performance is in a good category.
This is in line with Wang, Lee, & Feng (2017). They
also use the IPA method to analyze the quality of
service in online stores in China. They use nine
indicators to measure service quality and
recommend several strategies to be able to compete
with similar companies. Fatmala, Suprapto, &
Rachmadi (2018) also conducted research using the
IPA method to analyze the service quality of
Berrybenka's online shop but the results showed that
customers were less satisfied with the services
provided by Berrybenka. There are eleven indicators
which are the main priorities that need to be
improved by Berrybenka in Indonesia. Other
researchers use the IPA to analyze eighteen
indicators of service quality get results that are also
less satisfactory. Lazada's service is not in
accordance with customer expectations. There are
five indicators in the first quadrant which are
priorities for Lazada to improve (Deo, 2017).
Supported by Huang, Kuo, & Xu (2009) conducted
research on online stores in Taiwan using the IPA
method. The results state that three of the eleven
Service Quality towards Lazada’s Customer Satisfaction based on Importance Performance Analysis Methods and Customer Satisfaction
Index
157
indicators need improvement to meet customer
satisfaction with the online store service, ie online
stores should deliver orders on time, provide
information on order delivery accurately, provide
order details of orders to buyers.
In addition to the IPA method, this study also
uses CSI to analyze customer satisfaction with
Lazada's service performance. This is in line with
Hsu (2008) who conducted research on the largest
online store in Taiwan for one month. He said trust
and e-service quality are two variables that affect
customer satisfaction and online stores need to
increase customer trust and also improve service.
Supported by Ali & Sankaran (2010) who also uses
CSI, revealed that customers who shop online in
Norway feel satisfied and not half of them are loyal
to certain online stores. However, these customers
can be loyal if online marketers satisfy them with
some factors that are top priority for improvement
such as detailed product information on the website,
highly effective website design, superior service,
quality products, timely delivery of orders.
Setiawan, Winati, Achmadi, & Shafira (2016) also
use CSI in their research, obtained a customer
satisfaction index is 0.678 which shows that
customers are satisfied with Lazada Indonesia's
services. The effect of responsiveness, assurance,
empathy and tangible is very small on customer
satisfaction. Therefore these four dimensions need to
be evaluated in order to provide customer
satisfaction. Another study, Sastika (2017) who also
uses CSI, obtained 68.78% customer satisfaction.
This means that customers feel quite satisfied with
Shopee Indonesia's services. There are several
attributes that are considered unsatisfactory and need
to be improved by Shopee management such as ease
of use of the website, useful information, service
according to needs, feature updates, effective
features, transaction security, customer complaint
solutions, transaction speed, speed of customer
problem response.
6 CONCLUSION, IMPLICATION,
LIMITATION,
RECOMMENDATIONS
6.1 Conclusion
Competition between online shops is very tight
today. Therefore, Lazada really needs to focus on
the quality of services and make service quality a
differentiating factor with competitors. Good service
quality will create satisfied and loyal customers.
This study uses Importance Performance Analysis
(IPA) to analyze service quality performance and
Customer Satisfaction Index (CSI) to analyze
customer perceived satisfaction towards Lazada's
service quality. The results show that customers feel
quite satisfied with the quality of Lazada's service
because based on the IPA analysis stated that
Lazada's service performance is in good category.
Researchers recommend Lazada to maintain the
services provided to customers, it would be better if
they improve so that customers are not only satisfied
but loyal.
6.2 Implication
Lazada knows the factors that influence customer
satisfaction from the service aspect, so they can
identify factors that need to be maintained and that
need to be improved to increase customer
satisfaction in the future.
6.3 Limitation
1. The service quality attributes involved may not be
sufficient so that other attributes are more
appropriate to measure the Lazada's service
quality.
2. The sample is inadequate because it is only
limited to students in a study program at a
University.
3. Inadequate number of samples that are considered
not representative.
6.4 Recommendations
1. Involves more and more accurate attributes of
service quality so that it can measure Lazada's
service quality more precisely and provide more
accurate results.
2. It is necessary to expand the sample not only on
one campus but from various campuses so that
the expected results can be generalized.
3. The number of samples needs to be multiplied to
provide more accurate results.
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