Design Development Strategy with Quality Function Deployment Approach : A Case Study in E-Commerce Industry

Rahmad Rezeki, Humiras Hardi Purba, Siti Aisyah

E-commerce is one of the growing business sectors in Indonesia. This can be seen by the increase in e-commerce transactions amounting to Rp 25.1 trillion in 2014 to 89 trillion in 2017, as well as the increase in e-commerce of companies  which recorded 26.2 million. The number of e-commerce users in 2016 reached 25.1 million and is expected to continue to increase to 39.3 million users by 2020. The number of high e-commerce users in Indonesia does not always indicate that customers are satisfied with the quality of service from e-commerce. Further,  there are 16 problems that cause complaints about e-commerce. Research shows that there are 5 main issues that cause e-commerce customers to complain. Based on the above data and phenomena it can be argued that products and services provided by e-commerce companies do not  lead to customer satisfaction. Deployment Function Quality (QFD) is used to improve the quality of e-commerce services. The results show that the customers’ voice seeks the following improvements to service quality including the delivery of order is on time, the goods that were delivered were according to orders, the physical status of goods are delivered according to the ones described in the website, the response to complaints is faster, and resolution of the  complaints. The technical requirements that need to be improved to achieve customer satisfaction on the quality of e-commerce services are the presence of an order surveillance team, checking goods before delivery, call center for customer service, and clear standard operation procedures (SOPs) to resolve complaints/ disputes between markets and sellers.