Shopee needs to improve the physical quality of the application

Oct 13, 2025 by pynkocean.com 39 views

Background

The rapid development of information technology has significantly impacted human life, particularly in the use of the internet. The widespread availability of the internet has facilitated various activities, including online buying and selling of goods and services. E-commerce has been growing rapidly, and Shopee is one of the most frequently accessed applications by the public. Shopee is an online buying and selling platform that offers the convenience of shopping at affordable prices, without geographical or temporal limitations.

However, based on Similarweb data, Shopee experienced a decline in visits in early 2023. In February 2023, Shopee only received 143.6 million visits, down from 191.6 million visits in December 2022, indicating a decrease of 25%. This decline occurred consecutively for two months. This situation necessitates Shopee and its sellers to pay attention to efforts in maintaining customer confidence, one of which is through service quality. Service quality is an effort to meet the needs and desires of consumers and the accuracy of shipping in accordance with expectations.

Service Quality Dimensions

Service quality is a critical aspect of any business, and it encompasses several dimensions. The five key dimensions of service quality are:

*** Tangible (Tangible): Physical aspects of services such as employee appearance, application design, and ease of navigation. *** Empathy (Empathy): Alacrity and attention to the needs of individual consumers. *** Reliability (Reliability): The ability to provide consistent and promise services. *** Responsiveness (Responsive): Response speed and problem-solving. *** Assurance (Guarantee): The ability to provide self-confidence and security to consumers.

If some of the quality factors of this service are not in accordance with customer expectations, this can lead to customer loss in the Shopee application. This study discusses the effect of service quality on consumer satisfaction using the Service Quality (SERVQUAL) method on the Shopee application.

Research Purposes

This study aims to determine the effect of each dimension of service quality on customer satisfaction. The primary objective is to investigate the relationship between service quality and consumer satisfaction in the Shopee application.

Methodology

This study employs a quantitative approach with a survey method. Data was collected through a questionnaire distributed to Shopee application users. The SERVQUAL method is used to measure consumer perception of the quality of Shopee services.

Results and Discussion

The results showed that the dimensions of tangible, reliability, and responsiveness had a significant influence on customer satisfaction. Meanwhile, the dimensions of assurance and empathy do not have a significant influence on consumer satisfaction.

Based on these results, it can be concluded that the physical aspects of the application, service reliability, and Shopee response speed are very important to meet consumer expectations. Meanwhile, aspects of guarantee and empathy, although important, have no significant influence on customer satisfaction in the context of Shopee's use.

Conclusion

This study demonstrates that service quality has a significant influence on consumer satisfaction in the Shopee application. Aspects tangible, reliability, and responsiveness are important factors that need to be prioritized by Shopee in an effort to increase customer satisfaction.

Recommendation

Shopee needs to improve the physical quality of the application with a focus on intuitive design, easy navigation, and attractive appearance.
Increase service reliability by ensuring timely delivery, smooth transaction process, and responsive handling of complaints.
Increased speed of response in answering questions, dealing with problems, and providing fast and appropriate solutions.

With a focus on these three important aspects, Shopee can increase customer satisfaction and maintain a market share in the midst of increasingly fierce e-commerce competition.

Implications of the Study

This study has several implications for Shopee and its sellers. Firstly, it highlights the importance of service quality in maintaining customer satisfaction. Secondly, it emphasizes the need for Shopee to prioritize the physical aspects of the application, service reliability, and response speed. Finally, it suggests that Shopee should focus on improving these aspects to increase customer satisfaction and maintain a competitive edge in the e-commerce market.

Limitations of the Study

This study has several limitations. Firstly, it is based on a survey method, which may be subject to biases and limitations. Secondly, it focuses on a specific e-commerce platform, Shopee, which may not be generalizable to other platforms. Finally, it does not consider other factors that may influence customer satisfaction, such as product quality and pricing.

Future Research Directions

This study suggests several future research directions. Firstly, it would be interesting to investigate the relationship between service quality and customer loyalty in the Shopee application. Secondly, it would be useful to explore the impact of service quality on customer retention in the Shopee application. Finally, it would be beneficial to examine the effect of service quality on customer satisfaction in other e-commerce platforms.

Conclusion

In conclusion, this study demonstrates the significant influence of service quality on consumer satisfaction in the Shopee application. It highlights the importance of prioritizing the physical aspects of the application, service reliability, and response speed to increase customer satisfaction. The study has several implications for Shopee and its sellers, and it suggests several future research directions.

Q: What is the significance of service quality in e-commerce applications like Shopee?

A: Service quality is a critical aspect of e-commerce applications like Shopee, as it directly impacts customer satisfaction and loyalty. A high-quality service experience can lead to increased customer satisfaction, loyalty, and ultimately, revenue growth.

Q: What are the key dimensions of service quality in the context of Shopee applications?

A: The five key dimensions of service quality in the context of Shopee applications are:

Q: How does service quality impact customer satisfaction in Shopee applications?

A: The study found that the dimensions of tangible, reliability, and responsiveness have a significant influence on customer satisfaction in Shopee applications. Meanwhile, the dimensions of assurance and empathy do not have a significant influence on consumer satisfaction.

Q: What are the implications of this study for Shopee and its sellers?

A: The study has several implications for Shopee and its sellers. Firstly, it highlights the importance of service quality in maintaining customer satisfaction. Secondly, it emphasizes the need for Shopee to prioritize the physical aspects of the application, service reliability, and response speed. Finally, it suggests that Shopee should focus on improving these aspects to increase customer satisfaction and maintain a competitive edge in the e-commerce market.

Q: What are the limitations of this study?

A: This study has several limitations. Firstly, it is based on a survey method, which may be subject to biases and limitations. Secondly, it focuses on a specific e-commerce platform, Shopee, which may not be generalizable to other platforms. Finally, it does not consider other factors that may influence customer satisfaction, such as product quality and pricing.

Q: What are the future research directions suggested by this study?

A: This study suggests several future research directions. Firstly, it would be interesting to investigate the relationship between service quality and customer loyalty in the Shopee application. Secondly, it would be useful to explore the impact of service quality on customer retention in the Shopee application. Finally, it would be beneficial to examine the effect of service quality on customer satisfaction in other e-commerce platforms.

Q: How can Shopee improve its service quality to increase customer satisfaction?

A: Shopee can improve its service quality by:

Improving the physical quality of the application with a focus on intuitive design, easy navigation, and attractive appearance.
Increasing service reliability by ensuring timely delivery, smooth transaction process, and responsive handling of complaints.
Increasing speed of response in answering questions, dealing with problems, and providing fast and appropriate solutions.

Q: What are the benefits of improving service quality in Shopee applications?

A: Improving service quality in Shopee applications can lead to increased customer satisfaction, loyalty, and ultimately, revenue growth. It can also help Shopee to maintain a competitive edge in the e-commerce market and establish a strong reputation among customers.

Q: How can Shopee measure the effectiveness of its service quality improvement efforts?

A: Shopee can measure the effectiveness of its service quality improvement efforts by:

Conducting regular customer satisfaction surveys to gauge the impact of service quality improvements on customer satisfaction.
Analyzing customer feedback and complaints to identify areas for improvement.
Tracking key performance indicators (KPIs) such as customer retention, loyalty, and revenue growth to measure the impact of service quality improvements on business outcomes.