Quality Improvement Of The E-Commerce Website Using Integration Of Kano Model-IPA With QFD Approach
This study was conducted to analyze the quality of e-commerce websites, find out which items need improvement, and make improvement design e-commerce websites. This study uses the kano model and Importance Performance Analysis approach based on 7 dimensions with 39 attributes. This study used the survey results from 103 respondents who regularly use the e-commerce website Tokopedia.com. The results of the questionnaire through the validity and reliability tests were used to analyze the reliability of items and the feasibility of the results of the questionnaire. After that, the results of the questionnaire through the corellation and hypothesis tests were used to know the relationship between variables. The findings show that 7 attributes influence customer satisfaction. However, the findings are still nowhere near the expectations. Thus, it requires being the focus of improvement. Improvements in design of 7 attributes in the form of House of Quality with 6 technical features needed to improve the quality of e-commerce website Tokopedia.com. Therefore, effective management strategies can be applied to overcome the intense competition in the e-commerce industry.
Anupriya Kaur Y. Medury, (2011), "Impact of the internet on teenagers' influence on family purchases", Young Consumers, 12(1),27–38 http://dx.doi.org/10.1108/17473611111114768
Barnes, S., & Vidgen, R. (2002). An Integrative Approach to the Assessment of E-Commerce Quality. Journal of Electronic Commerce Research, 3(3), 114-127.
Basfirinci, C., & Mitra, A. (2015). A cross cultural investigation of airlines service quality through integration of Servqual and the Kano model. Journal of Air Transport Management, 42, 239–248. https://doi.org/10.1016/j.jairtraman.2014.11.005
bt Mohd, N. A., & Zaaba, Z. F. (2019). A Review of Usability and Security Evaluation Model of Ecommerce Website. Procedia Computer Science, 161, 1199–1205. https://doi.org/10.1016/j.procs.2019.11.233
Blut, M. (2016). E-Service Quality: Development of a Hierarchical Model. Journal of Retailing, 92(4), 500–517. https://doi.org/10.1016/j.jretai.2016.09.002
Cohen, L. (1995). Quality function deployment-how to make QFD work for you. MA, UK: Addison-Wesley Publishing.
D. Kang, W. Jang, Y. Park. (2016). Evaluation of e-commerce websites using fuzzy hierarchical TOPSIS based on E-S-QUAL, Applied Soft Computing Journal, http://dx.doi.org/10.1016/j.asoc.2016.01.017
Dewi, A. R., Putri, C., and Winarko. (2018). “Peningkatan Kualitas Jasa Fasilitas Kesehatan dengan Integrasi Metode IPA dan KANO”, Jurnal Sistem dan Management Industri., 2(2), 67-76. https://doi.org/10.30656/jsmi.v2i2.835
Enright, M. J., & Newton, J. (2004). Tourism destination competitiveness: A quantitative approach. Tourism Management, 25, 777–788. https://doi.org/10.1016/j.tourman.2004.06.008
Evans, M. R., & Chon, K.-S. (1989). Formulating and evaluating tourism policy using importance-performance analysis. Journal of Hospitality and Tourism Research, 13(3), 203–213. http://dx.doi.org/10.1177/109634808901300320
Fan, W. S., and Tsai, M. C. (2010). Factors driving website success: The key role of Internet customization and the influence of website design quality and Internet marketing strategy. Total Quality Management in Business, 21(11), 1141–1159.
Ganesh, J., Reynolds, K.E., Luckett, M., & Pomirleanu, N. (2010). Online shopper motivations and e-store attribute: An examination of online patronage behavior and shopper typologies. Journal of Retailing, 86(1), https://doi.org/106-115. 10.1016/j.jretai.2010.01.003
Garibay, C., Pulido, H. G., & Montano, A. F. (2010). “Evaluation of a digital library by means of quality function deployment (QFD) and the Kano model. The Journal of Academic Librarianship, 36(2), 125–132. https://doi.org/10.1016/j.acalib.2010.01.002
Gregg, D. G., and Walczak, S. (2010). The relationship between website quality, trust and price premiums at online auctions. Electronic Commerce Research and Applications, 10(1), 1–25. https://doi.org/10.1007/s10660-010-9044-2
Goetsch, D. L., & Davis, S. B. (2014). Quality Management for Organizational Excellence: Introduction to Total Quality David L. Goetsch Stanley Davis Seventh Edition.
Hausman, A.V., & Siekpe, J.S. (2009). The effect of web interface features on consumer online purchase intentions. Journal of Business Research, 62(1), 5-13. https://doi.org/10.1016/j.jbusres.2008.01.018
Ilbahar, E., Cebi, S. (2017). Classification of Design Parameters for E-commerce Websites: A Novel Fuzzy Kano Approach, Telematics and Informatics, DOI: https://doi.org/10.1016/j.tele.2017.09.004
Kim, S., & Jones, C. (2009). Online shopping and the moderating role of offline brand trust. Direct Marketing: An International Journal, 3(4), 282-300. https://doi.org/ 10.1108/17505930911000874
Kline, P. (1994). An Easy Guide to Factor Analysis, Routledge, London.
Kuo, Y.F., Chen, J.Y., & Deng, W.J., 2012. IPA-Kano Model: a New Tool for Categorizing and Diagnosing Service Quality Attributes. Total Quality Management and Bussines Excellence, 23 (7-8), 731-748. https://doi.org/10.1080/14783363.2011.637811
Kotler, P., & Amstrong, G. (2014). Principles of Marketing (15th ed.). Essex: Pearson.
Lee, H., S. Y. Choi, and Y-S. Kang. (2009). Formation of e-satisfaction and repurchase intention: moderating roles of computer self-efficacy and computer anxiety. Expert Systems with Applications: An International Journal 36 (4): 7848-7859. https://doi.org/ 10.1016/j.eswa.2008.11.005
Mansori, S., Cheng, Liat, B., & Hui Shan, L. (2012). A Study Of E-Shopping Intention In Malaysia: The Influence Of Generation X & Y. Australian Journal of Basic and Applied Sciences, 6(8), 28-35.
Mona, A., Sepiden, F., Seyed, M.S.E. (2013). Linking trust, perceived website quality, privacy protection, gender, and online purchase intentions. IOSR Journal of Business and Management (IOSR-JBM). 13 (4), 63–72.
Negash, S., Ryan, T., & Igbaria, M. (2003). Quality and effectiveness in Web-based customer support systems. Information and Management, 40(8), 757–768. https://doi.org/10.1016/S0378-7206(02)00101-5
Psaila, G., & Wagner, R. (2007). E-Commerce and Web Technologies: 8th International Conference, Regensburg, Germany, Proceedings. September 3-7.
Rondovic, B., Cerovic, J., Durickovic, T. & Melovic, B. (2017). The Importance Of Observing The Difference In Website Evaluations Obtained From Different Perspectives. International Journal for Quality Research, 11(2), 419-436. https://doi.org/ 10.18421/IJQR11.02-11
Sorensson, A., & von Friedrichs, Y. (2013). An importance-performance analysis of sustainable tourism: A comparison between international and national tourists. Journal of Destination Marketing & Management, 2(1), 14-21.
Stuart, J. et. al (2003). Measuring Web site quality improvements: a case study of the forum on strategic management knowledge exchange. Industrial Management & Data Systems, 103(5), 297-309.
Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif dan Kombinasi (Mixed Method). Bandung: Alfabeta.
Vasić, N., Kilibarda, M., Andrejić, M., & Jović, S. (2020): Satisfaction is a function of users of logistics services in e-commerce, Technology Analysis & Strategic Management, https://doi.org/10.1080/09537325.2020.1849610
Wilson, N., & Christella, R. (2019). An Empirical Research of Factors Affecting Customer Satisfaction: A Case of the Indonesian E-Commerce Industry. DeReMa (Development Research of Management): Jurnal Manajemen, 14(1), 21. https://doi.org/10.19166/derema.v14i1.1108
Wilson, N., Keni, K., & Tan, P. H. P. (2019). The effect of website design quality and service quality on repurchase intention in the E-commerce industry: A cross-continental analysis. Gadjah Mada International Journal of Business, 21(2), 187–222. https://doi.org/10.22146/gamaijb.33665
Wilson, N. (2018). The impact of service quality and brand image toward customer loyalty in the Indonesian airlines industry. Jurnal Manajemen Indonesia 18 (3): 222-234.
Wilson, N., and R. Christella. (2019). Empirical research of factors affecting customer satisfaction: A case of the Indonesian e-commerce industry. DeReMa Jurnal Manajemen 14(1), 21- 44
Wilson, N., and K. Keni. (2018). Pengaruh website design quality dan kualitas jasa terhadap repurchase intention : Variabel trust sebagai variabel mediasi. Jurnal Manajemen dan Pemasaran Jasa, 11 (2): 291-310.
Wong, M. S., Hideki, N., & George, P. (2011). The use of importance-performance analysis (IPA) in evaluating Japan’s e-government services. Journal of Theoretical and Applied Electronic Commerce Research, 6(2), 17–30. https://doi.org/10.4067/S0718-18762011000200003
Zhou, T., Lu, Y. B., and Wang, B. (2009). The relative importance of website design quality and service quality in determining consumers’ online repurchase behavior. Information Systems Management, 26(4), 327–337.