In Corporating the E-S-QUAL Scale and Importance-Performance Analysis for Assessing Electronic Service Quality

All of information in the world can get with using internet. Internet being important in nowdays, because with internet for access an information, find a new social media friends, and making a business like e-commerce. E-commerce is a new way to develop effective and efficient business. It can define into transfer of goods, service, and information. E-commerce necessary to assess with service quality, because it can improve existence of e-commerce. The service quality of E-commerce can identified by E-S-QUAL (Electronic Service Quality) and try it to incorporate with importance-performance analysis (IPA) model. The E-S-QUAL scale was function to determine biggest aspect of behavior customer as the feelings are aroused during electronic service encounters. The IPA model was used here to admitting what item statements to be improved to attain customer satisfaction. It can be done through to identify what item statement which are perceived as important by the customers, so it could be reduce the excessive investment spent. A case study was conducted in one of most popular e-commerce in online marketplace. From this research, privacy (PR3), system availability (SYS4), and fulfillment (FUL7) is aspect of item statement to be improved. The result of this study can provide the managers with precious insight into the item statements of service quality that reflect customers' perception.