Vol 6, No 5 (2015) > Industrial Engineering >

Customer Preference Analysis on Fashion Online Shops using the Kano Model and Conjoint Analysis

Amalia Suzianti, Nurza Dwi Prisca Faradilla, Shabila Anjani



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
Keywords: Conjoint analysis; Fashion online shop; Kano model; Online customer preferences

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