The Application of IPA to Evaluate Service Quality of Electronic Commerce: Indonesia E-retailers for Apparel

• Main Authors: NickyPriambodo, 柯梅玉
• Other Authors: Meng-Dar Shieh
• Format: Others
• Language: en_US
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/pmt8sg

碩士 === 國立成功大學 === 創意產業設計研究所 === 101 === With the development of modern science and information technology (IT), the internet has brought a lot of new opportunities for Indonesia e-commerce particularly in the fashion area. E-commerce for fashion in Indonesia has begun and is developing rapidly, it has already become one of the most popular business conducted by Indonesia sellers. However, comparing with the developed countries, Indonesia e-commerce generally has a lower development level and is still at the initial stage, still exist many problems especially in the service area. Moreover, Indonesia’s e-commerce market is a drop in the ocean compared to total retail sales, at only 0.7% (USD0.9 billion) out of USD134 billion. This number is less than the number of internet users in Indonesia, which is 50 million people. On the other hand, as online retailing grows, service quality has been identified as a crucial factor to successfully and sustainably manage online shops. In respond to this matter there is a need to advance the quality of e-commerce services in Indonesia. This study adopts the methods of both qualitative (in-depth-interview) and quantitative (questionnaire), to expound the significance ＆ analyze the current situation for Indonesia’s e-commerce and then evaluate service quality of Indonesia apparel e-retailers. The important findings of this study are as follow: 1) four strategies to deal with competition from Indonesia e-retailers’ perspectives were identified – reasonable pricing, promotion, service delivery and service attitude; 2) responsiveness and compensation factors were found as high priority for Indonesia e-retailers in order to improve their service quality; 3) privacy, contact (the availability of assistance through telephone or online representatives) and responsiveness were considered as the most important factor from e-shopper point of view. This study is one of the first attempts to use Importance Performance Analysis (IPA) to evaluate service quality of Indonesia e-retailers for apparel. The findings provide a holistic view and bridge the gap between service and performance.