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What Are the Attributes that Marketplace Should Improve Based on the Customers Perspective?


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DOI: https://doi.org/10.15866/irea.v11i6.24054

Abstract


The development of technology makes internet technology users increase. It certainly affects the pattern of human life, including the pattern of buying and selling interactions via the internet (e-commerce). E-commerce, as an electronic business mechanism, uses the internet as a medium for exchanging goods or services. A company that implements e-commerce not only pays attention to its implementation of e-commerce but also to the quality of its services. Customer satisfaction is vital for service companies, so companies should be able to encourage creative motivation to create various smart innovations to provide customer satisfaction because improving service quality will be meaningful only if it is perceived well by customers. This study discusses precisely the quality of e-commerce services by using the Importance Performance Analysis (IPA) method. This study aims to identify service quality at the marketplace according to customer perceptions in Indonesia. This study uses a sampling method for data collection. The data has been collected by distributing online questionnaires to people who had shopped at the marketplace. The results have showed that: 1) according to customer perceptions in Indonesia, the quality of service at the marketplace still needs to be improved; 2) it is recommended that the marketplace improves the quality of its services, especially on the attributes considered necessary by customers.
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Keywords


Customer Satisfaction; E-Commerce; Importance Performance Analysis (IPA); Service Quality

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