Cotton.Go’s Electronic Service Quality Improvement Using Importance Performance Competitor Analysis Approach

Abstract

The number of competitors that have sprung up in the field of fashion especially in men's
clothing, has caused Cotton.Go need to evaluate its e-commerce services to compete with
them. Therefore, this research was conducted to evaluate the attributes of Cotton.Go’s ecommerce services by integrating the dimensions of Electronic Service Quality and
Importance Performance Competitor Analysis (IPCA) method. According to research
result, seven attributes of services in Cotton.Go’s e-commerce is needed for further
research, which are web design, reliability, efficiency, responsiveness, security,
flexibility, and fulfillment. This research produced that all of the attributes need urgent
action to improve by looking at the negative performance differences value with its
competitor. All attributes that need to be improved indicated that the performances are
considered to be lower compared to the competitor and need immediate action to improve.