Measuring Customer Satisfaction toward Localization Website by WebQual and Importance Performance Analysis (Case Study on AliexPress Site in Indonesia)

To better understand the effectiveness of localization across countries, we utilize WebQual method (with dimensions Usability, Information, and Service Interaction) and Importance-Performance Analysis (IPA). A website is a means of providing information, promotion and communication to customers. This study aims to analyze user perception and expectation about quality of a localized website, AliexPress. This site did localization in Indonesia market in the early of 2015. Results were measured by performance (actual) level and importance (hope) level which showed that there is a gap as a whole for all dimensions of - 0.92. The biggest gap is in Usability dimension, - 1.27. Based on this study, AliexPress website has not been able to meet user expectations, especially related to information and services contained on the website. Indicators that need more attention include providing believable information, timely information, relevant information, information at the right level of detail, feels of personal information secure, and feeling confident that goods/services will be delivered as promised. Hopefully this research would be a reference for AliexPress website management in improving service quality to face competition and answer the needs and expectations of user.

[1]  Rungson Chomeya.  Quality of Psychology Test Between Likert Scale 5 and 6 Points , 2010 .

[2]  Shih-Wei Huang,et al.  Exploring antecedents and consequence of online group-buying intention: An extended perspective on theory of planned behavior , 2013, Int. J. Inf. Manag..

[3]  Richard T. Vidgen,et al.  An Integrative Approach to the Assessment of E-Commerce Quality , 2002, J. Electron. Commer. Res..

[4]  Hsiang-Chuan Liu,et al.  Design of online survey system with an advanced IPA discrimination index for customer satisfaction assessment , 2014, Electronic Commerce Research.

[5]  Exploring the Influence of Online Consumers ’ Perception on Purchase Intention as Exemplified with an Online Bookstore , 2011 .

[6]  Md. Nor Hayati Tahir,et al.  Website Quality and Consumer Online Purchase Intention of Air Ticket , 2009 .

[7]  N. Cooharojananone,et al.  How Can Electronic Commerce in Developing Countries Attract Users from Developed Countries? a Comparative Study of Thailand and Japan , 2013 .

[8]  John A. Martilla,et al.  Importance-Performance Analysis , 1977 .

[9]  Ming-Chun Tsai,et al.  Using Importance-Performance Analysis in Evaluating Taiwan Blog e-Service Quality , 2015 .

[10]  Yong-quan Zhu,et al.  Study on Effective Assessment of Practical Teaching in University Based on IPA , 2012 .

[11]  Fatima Silva,et al.  Using importance-performance analysis in evaluating institutions of higher education: A case study , 2010, 2010 International Conference on Education and Management Technology.

[12]  Lisa Y. Chen,et al.  THE QUALITY OF MOBILE SHOPPING SYSTEM AND ITS IMPACT ON PURCHASE INTENTION AND PERFORMANCE , 2013 .

[13]  Li-Fei Chen,et al.  A novel framework for customer-driven service strategies: a case study of a restaurant chain. , 2014 .

[14]  Nur Razia Mohd Suradi,et al.  Importance-performance analysis and Customer Satisfaction Index for express bus services , 2009, 2009 World Congress on Nature & Biologically Inspired Computing (NaBIC).

[15]  Simha R. Magal,et al.  Using Importance-Performance Analysis to Evaluate E-Business Strategies among Small Businesses , 2005, Proceedings of the 38th Annual Hawaii International Conference on System Sciences.

[16]  Myung-Hwan Rim,et al.  Customer satisfaction index measurement and importance-performance analysis for improvement of the mobile RFID services in Korea , 2008, PICMET '08 - 2008 Portland International Conference on Management of Engineering & Technology.

[17]  Jesús A. Varela,et al.  Importance values for Importance–Performance Analysis: A formula for spreading out values derived from preference rankings , 2007 .