Quality in Research
Amalia Suzianti, Nurza Dwi Prisca Faradilla, Shabila Anjani
Abstract
Online business or e-commerce is now very popular and is a growing industry in Indonesia. Although the growth is high with a 15% rise from 2011, it is found that only 57% Indonesians used the internet for online shopping (MasterCard 2012). To increase purchase through online stores, a study on customer satisfaction is needed. This study tries to design a preferred service for fashion online shops based on customer preference, which would then increase customer satisfaction. By analysing service attributes that enhance satisfaction for online customers, a suitable service for fashion online shops could be generated. Kano model would be used to classify which service attributes are important for improving and developing the quality of fashion online shops. To understand customer preference for fashion online shops, conjoint analysis would be used to calculate the preference statistically.
