INTEGRATING KANO MODEL MODEL TO e-TAILQ SERVICE EXCELLENCE DEVELOPMENT : A CASE STUDY OF SHOPEE MARKETPLACE

Abstract

During the Covid-19 pandemic, online retailers have begun to see shifting in shopping habits. Research showed approximately 20 million visitors increase in Indonesian online retail platforms in the earlier phase of the pandemic in Indonesia. Shopee is one of the favorite marketplaces. As of October 2021, Shopee has a total number of visits of 129.74 million visits. Despite being a favorite place for online shopping, Shopee still has negative reviews about the quality of the services provided. This paper proposes an approach to integrate Kano’s categories to e-TailQ, a specific method for measuring service quality in online retailer. This approach aims to help Shopee evaluates the service quality perceived by its customers and to guide improvements effort in strengthening their weak attributes. Kano’s model categorizes the service attributes based on how well the attribute satisfy the customers. It, therefore, can help e-TailQ to prioritize the improvement of Shoppes’ weaknesses based on category of needs that can lead to highest customer satisfaction and accelerate the development of innovative services by embedding the attractive attribute to the future services. Data was collected from 100 shoppers to identify the perception of service quality. It showed that website design and security were two dimensions that rated highest for actual service perceived. Overall, the average of perceived quality of Shopee was 5.23 from the scale 1 to 7, which was considered high. The perceived quality of all attributes was rated above 5.0 except for “you get what you order” (4.77) and “the product represented accurately by the website” (4.97). “Variety of product sold” was rated the highest among other attributes (5.87). Kano’s questionnaires were distributed to 100 shoppers to categorize the service quality attributes based on their relationship with the customer needs, i.e., must-be, one dimensional and attractive. The results showed that 12 out of 14 attributes (86%) categorized as one dimensional. Furthermore, two attributes, i.e, “website provides in-dept information” and “level personalization of this website” categorized as attractive. Improvements were focused on attributes that rated low perceived quality and categorized as one dimensional. Finally, attributes that classified as attractive could be utilized as an input for innovativeness