Evaluation and Design of Service Quality Improvement at Shopee Food Surabaya

The market presence of Shopee Food in Indonesia is rather recent as compared to its rival companies. Shopee Food is now implementing an expansion strategy in several regions of Indonesia with the aim of augmenting its consumer base. Service quality holds significant importance in influencing consumer decision-making processes pertaining to online food purchases. The primary objective of this study is to ascertain the fundamental indicators of service quality for Shopee Food and provide appropriate methods to enhance the overall quality of service provided. The present study utilizes the approaches of Importance Performance Analysis (IPA) and House of Quality (HOQ). Consequently, there is a need for improvement in three essential parameters. In addition, the House of Quality employs a set of three measures to generate recommendations for enhancing service quality.As such, organizations have the capacity to make four endeavors in order to enhance the quality of essential services. The primary objective of improving service quality is to address issues and optimize the efficiency of application responses. Keywords: house of quality, importance performance analysis, online food delivery, service quality