Service Excellence Analysis using KANO Model on Tokopedia Case

Ahmad Adli (), Ihfan Aditya Ghafur, Muhammad Irfan Luthfi, Sabil Nararya and Muharman Lubis
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Ahmad Adli: Telkom University
Ihfan Aditya Ghafur: Telkom University
Muhammad Irfan Luthfi: Telkom University
Sabil Nararya: Telkom University
Muharman Lubis: Telkom University

A chapter in Proceedings of the International Conference on Enterprise and Industrial Systems (ICOEINS 2023), 2023, pp 230-238 from Springer

Abstract: Abstract Tokopedia is an Indonesian E-Commerce Company which is indeed one of the Indonesian Unicorn Companies that was established on February 6, 2009, with its head office in DKI Jakarta. As of December 2020, Tokopedia claims to have more than 350 million product listings and 42 digital products and serves more than 100 million monthly active users and more than 9.7 million merchants on its platform. With the rapid development of Tokopedia in the field of E-Commerce that made Tokopedia, which was originally a Unicorn, was able to become one of the Decacorns in Indonesia. Currently, Tokopedia is a subsidiary of a new holding company called GoTo after the merger with Gojek on May 17, 2021, so several services previously only available on the Gojek Application are now available on Tokopedia, such as Go-Food, Go-Pay, and several other synergies with Gojek. Based on these factors, we did an actual analysis of how the services provided by Tokopedia are perceived by users. We carry out this analysis using the KANO Model as a reference.

Keywords: Tokopedia; KANO Model; Service Excellence (search for similar items in EconPapers)
Date: 2023
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DOI: 10.2991/978-94-6463-340-5_20

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