Combining the Analytic Hierarchy Process and Importance-Performance Analysis to Assess Service Quality of m-Commerce: A Case of Indonesian m-Commerce

Internet in this globalization era has arguably influenced daily business in every sector, especially in a service sector. Consequently, the service has been changed with an emergence of the internet, i.e., from the conventional way to the electronic commerce. With the used smartphones recently, it creates the emergence of mobile commerce (m-commerce) application. As time goes by, it leads to an intense competition among the mobile service providers; thus, they have to improve their service qualities to achieve customer satisfaction. This research tried to assess the service quality of the m-commerce by combining the analytic hierarchy process (AHP) and importance-performance analysis. The service attributes were generated from the M-S-QUAL scale. The importance of the service attributes was identified from the AHP, while the performance of the service provider was obtained from the customers' perspectives. A case study to exhibit the applicability of the method was conducted in one of the most popular m-commerce in Indonesia. This study is expected to give valuable insight for the owner of the service provider in order to do continuous improvement.