Customer Preference Analysis on Fashion Online Shops using the Kano Model and Conjoint Analysis
Corresponding email: suzianti@ie.ui.ac.id
Published at : 30 Dec 2015
Volume : IJtech
Vol 6, No 5 (2015)
DOI : https://doi.org/10.14716/ijtech.v6i5.1891
Suzianti, A., Faradilla, N.D.P., Anjani, S., 2015. Customer Preference Analysis on Fashion Online Shops using the Kano Model and Conjoint Analysis. International Journal of Technology. Volume 6(5), pp. 881-885
| Amalia Suzianti | Department of Industrial Engineering, Faculty of Engineering, Universitas Indonesia, Kampus Baru UI Depok, Depok 16424, Indonesia |
| Nurza Dwi Prisca Faradilla | Department of Industrial Engineering, Faculty of Engineering, Universitas Indonesia, Kampus Baru UI Depok, Depok 16424, Indonesia |
| Shabila Anjani | Department of Industrial Engineering, Faculty of Engineering, Universitas Indonesia, Kampus Baru UI Depok, Depok 16424, Indonesia |
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% of the Indonesians used the Internet for online shopping (MasterCard, 2012). To increase purchases through online stores, a study on customer satisfaction is needed. This study designs a preferred service for fashion online shops based on customer preferences, which would then increase customer satisfaction. By analyzing service attributes that enhance satisfaction for online customers, a suitable service for fashion online shops could be generated. The Kano model is used to classify which service attributes are important for improving and developing the quality of fashion online shops. To understand customer preferences for fashion online shops, conjoint analysis is used to calculate the preferences statistically.
Conjoint analysis, Fashion online shop, Kano model, Online customer preferences
DailySocial, Veritrans, 2012. eCommerce in Indonesia. Presentation, DailySocial & Veritrans
Green, P.E., Krieger, A.M., 1991. Segmenting Markets with Conjoint Analysis. Journal of Marketing, Volume 55, pp. 20–31
Ipsos. 2012. Interconnected World: Shopping and Personal Finance. North America: News & Polis
Kotler, P., Armstrong, G., Saunders, J., Wang, V., 1999. Principles of Marketing. New Jersey: Prentice Hall
MasterCard. 2012. Mobile Shopping Taking Root in Emerging Markets: MasterCard Online Shopping Survey. Singapore: Press Release
Pabalkar, V., 2014. Drivers of eShopping Behaviour. Procedia Economics and Finance, Volume 11, pp. 600–608
Widiawan, K., Irianty, I., 2004. Pemetaan Preferensi Konsumen Supermarket dengan Metode Kano Berdasarkan Dimensi Servqual. Jurnal Teknik Industri, Volume 6, pp. 37–46 (in Bahasa)