Evaluating IKEA's Online Personal Shopper Services Using Importance Performance Analysis

摘要

Online personal shopper is an individual who provides online services to purchase goods for consumer on their behalf and get paid for the service. In Indonesia, online personal shopper or known for the term of "jasa titip" provider growing very rapidly as a business that promising. Due to the location of IKEA Indonesia that only exist in Tangerang City, many consumers use personal shopper service to buy goods from IKEA. This research aims to describe the level of quality of IKEA's online personal shopper service based on user's assessment of perceived service quality and expected service quality. The variables used in this research are E-SERVQUAL that consist of efficiency, reliability, fulfilment, privacy, responsiveness, compensation, and contact which is assessed based on the perspective of performance level and expectation level. The two methodological streams of importance performance analysis, gap analysis and importance performance maps, employed to analyse the data. This research indicated six attributes of service quality dimensions that require enhancement with high priority i.e. the personal shopper sends a quick order what the consumer orders, sends orders in accordance with the ordered, provides an easy option to return the goods, personal shopper tells what to do if the transaction fails or not processed, compensate consumers for the problems that occur (not the fault of consumers) and facilitate the needs of consumers to speak directly with IKEA in case of problems. By enhance the attributes, it can improve online personal shopper service quality and consumer satisfaction.