Measurement of E-Service Quality from User Perceptions using the IPA-KANO Integration Model
Nuraida Wahyuni (*), Akbar Gunawan, Amelia Rahmawati
Faculty of Engineering, University of Sultan Ageng Tirtayasa
Jl. Jend. Sudirman KM 3, Cilegon, 42435, Indonesia
*nrdwahyuni[at]gmail.com
Abstract
Users have a very important role in the service industry. If the users are satisfied with the service, then they will reuse it in the future. Conversely, if they feel dissatisfied, users will look for similar services from competitors. In this research, the case study is XYZ, one of online marketplaces that have begun to evolve in Indonesia. The purpose of this study is to measure e-service quality from the perception of users by using the Kano-IPA integration model. The research methodology used is by distributing questionnaires. Service attributes are based on the dimensions of E-Service quality; consisting Efficiency, Fulfillment, Reliability, Privacy, Responsiveness, Compensation and Contact. The number of service attributes designed is 28. Respondents are users of the XYZ in Cilegon. Importance Performance Analysis (IPA) is one of satisfaction analysis methods that is commonly used to map the level of satisfaction with the level of importance of service attributes. On the other hand, the Kano model classifies service attributes under the category of Must-Be, Performance, and Attractive. The results shown that the Compensation dimension still needed serious attention from the management. The highest level of satisfaction felt by service users was in the Privacy dimension.
Keywords: E-Service; Quality; User perception; IPA; Kano
Topic: Industrial Engineering