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The Effect of Service
Recovery Strategy in
Lazada Indonesia towards
Customer Satisfaction
Nindya Harum Solicha
19011033
School of Business and Management
Bandung Institute of Technology
2011
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Table of Content
Chapter 1: Introduction
1.1 Background
1.2 Problem Statements
1.3 Research Objective
1.4 Research Que...
Chapter 1
Introduction
!
1.1 Background
Nowadays, Indonesia online users has increase and it will give benefit to an
e-com...
!
1.3 Research Objectives
To examine the effects of service recovery on customer loyalty in e-
commerce services. Specific...
Chapter 2
Literature Review
!
2.1 Service Failures
Service failures happens when the service provider cannot satisfy custo...
et al., 2008; Semeijn et al., 2005; Shamdasani et al., 2008; Srinivasan et al., 2002;
Wang et al., 2006; Yang & Peterson, ...
Stage 1, Moribund.   There is no complaint handling.   Angry customers are
ignored.
Stage 2: Reactive.  Customer complaint...
that if customer loyalty will be negatively impacted if they are not satisfied with
service recovery outcome in online ret...
Chapter 3
Methodology
!
3.1 Sample and Data Collection
A combination of paper-based and Web-based survey was used for data...
Chapter 4
Lazada Indonesia Service
!
4.1 Service provide Lazada Indonesia
COD (Cash on Delivery)
a method of payment servi...
discount for any kind of goods in various categories. This discount is only on
Monday when conducting transactions using M...
4.2 Service Recovery Lazada Indonesia
Kind of service recovery that given by Lazada Indonesia to their dissatisfied
custom...
purchase exceeds the value of store credit, customer can pay the addition
price with available payment method such as bank...
Chapter 5
Research Findings
!
5.1 Complaint Solicitation
For this method of research, i use 5 sampling of negative complai...
Muhammad Zacky (http://www1.kompas.com/suratpembaca/read/38541)
Muhammad Zacky tells his story after buying a product in L...
!
Eros (http://www.ingateros.com/2012/08/kupon-voucher-diskon-belanja-di-
lazada.html)
From eros experience shopping in La...
(http://suarapembaca.detik.com/read/2013/09/13/091428/2357675/283/
tanggapan-lazadacoid-untuk-keluhan-bapak-teguh-santoso)...
payment confirmation so it can minimised service failure. Finally, Lazada Indonesia
decide to refund the Nike’s money but ...
From this result, i can conclude that from 5 negative complaint to Lazada
Indonesia even after they do service recovery, 4...
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Ever shopping in Lazada
Indonesia
67%
33%
yes no
From 30 respondent, 20 respondents
neve...
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From this result, we know that effectiveness of service recovery strategy of
Lazada Indonesia wi...
Chapter 6
Conclusion and Recommendation
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6.1 Conclusion
From this research, i can conclude several conclusion about servi...
References
• lazada.co.id. Accesed on 29April-1 May 2014
• Marimin, Frederic. March 2011. “Impact of Service Recovery on C...
Appendix
Service Recovery Questionnaire of Lazada Indonesia!
Kuisioner ini dibuat untuk mengetahui keefektifan dari upaya ...
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The Effect of Service Recovery in Lazada Indonesia towards Customer Satisfaction

  1. 1. ! ! ! The Effect of Service Recovery Strategy in Lazada Indonesia towards Customer Satisfaction
  2. 2. Nindya Harum Solicha 19011033 School of Business and Management Bandung Institute of Technology 2011
  3. 3. ! ! Table of Content Chapter 1: Introduction 1.1 Background 1.2 Problem Statements 1.3 Research Objective 1.4 Research Questions Chapter 2: Literature Review 2.1 Service Failure 2.2 Service Recovery 2.1.1 The Stages of Service Recovery Maturity 2.3 Customer Satisfaction Chapter 3: Methodology 3.1 Customer Solicitation Chapter 4: Lazada Indonesia Service 4.1 Service of Lazada Indonesia 4.2 Service Recovery of Lazada Indonesia Chapter 5: Research Findings 5.1 Customer Solicitation 5.2 Lost Customer Chapter 6: Conclusion and Recommendation References Appendix ! ! ! ! ! !
  4. 4. Chapter 1 Introduction ! 1.1 Background Nowadays, Indonesia online users has increase and it will give benefit to an e-commerce and online transaction. Electronic commerce, commonly known as E-commerce becomes popular in Asia especially in Indonesia. Indonesia netizen tend to buy online for fashion, gadget, and personal care. Many people with limited time to go shop prefer to spend their time to browse several e-commerce shop in internet, one of them is lazada.co.id. Lazada Indonesia is online shopping center offering a wide range of products from electronics, books, toys, baby equipment, medical devices, beauty products, household appliances, traveling equipment and sports equipment. Lazada Indonesia was established in 2012 and is one of the branch network of online retail Lazada in Southeast Asia. Southeast Asia Lazada International Group consisting of Lazada Indonesia, Lazada Malaysia, Lazada Vietnam, Lazada Thailand, Lazada Philippines. Network Lazada Southeast Asia is a subsidiary branch network of the German Internet company, Rocket Internet. Although, Lazada Indonesia is one of e-commerce business that is branch network of Rocket Internet that have many experiences in this business but it doesn’t proof that Lazada doesn’t have any service failures. Service failures will lead to dissatisfied customer. Dissatisfied customer will impact to their loyalty. Service failures can be minimized with do some service recovery strategy that will impact customer satisfaction. Customer satisfaction will lead them to customer loyalty. ! 1.2 Problem Statements Dissatisfied customer because of service failure from Lazada Indonesia expects to have effective service recovery. Although, they have try to give the best service recovery after the service failure but we don’t know the effectiveness of their service recovery toward the customer satisfaction in Lazada Indonesia. !
  5. 5. ! 1.3 Research Objectives To examine the effects of service recovery on customer loyalty in e- commerce services. Specifically, it examines the perception of “justice” in service recovery and how it affects the level of satisfaction and behavioural outcomes. 1.4 Research Questions 1. How is the effectiveness of service recovery strategy of Lazada Indonesia? 2. How is the impact of service recovery strategy towards customer satisfaction? ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! !
  6. 6. Chapter 2 Literature Review ! 2.1 Service Failures Service failures happens when the service provider cannot satisfy customer needs or the service provided is below customer expectations. Service failures can lead to negative disconfirmation and ultimately dissatisfaction, though appropriate service recovery efforts may restore a dissatisfied customer to a state of satisfaction (Bitner et al., 1990). Although some researchers have argued that the best strategy is to fail-safe the original service delivery, it is nearly impossible to eliminate all failures. Thus, firms with the ability to react to service failures effectively and implement some form of service recovery will be in a much better position to retain profitable customers. 2.2 Service Recovery Service recovery is defined as the responses and actions service provider adopted to make a remedy of the service incident so as to regain customer loyalty. Service recovery has received considerable attention in the academic literature (Davidow, 2003; McCullough et al. 2000; Tax et al., 1998; Parasuraman, 2006) because effective recovery management has been shown to have a significant positive effect on customers who have reacted adversely to a service failure (Berry and Parasuraman, 1991). An understanding of effective recovery management is particularly relevant for service providers because the distinctive characteristics of services (especially the inseparability of production and consumption) make it impossible to ensure 100% error-free service (Fisk et al., 1993). With regard to services provided on the Internet, effective service recovery is essential because online customers are difficult to attract and retain (Srinivasan et al., 2002), and it is easy for them to switch their online providers (Reichheld & Schefter, 2000; Semeijn et al., 2005). It is therefore extremely important that service providers on the Internet know how to improve loyalty levels and repeat purchasing decisions among their customers (Anderson & Srinivasan, 2003; Doong
  7. 7. et al., 2008; Semeijn et al., 2005; Shamdasani et al., 2008; Srinivasan et al., 2002; Wang et al., 2006; Yang & Peterson, 2004). Effective service recovery plays an important role in ensuring such loyalty. Of course, it is preferable that e-providers deliver a service without failures (McCollough et al., 2000)—because, in general, providers fare better in the eyes of consumers by avoiding service failure than by responding to failure with superior recovery. However, when a failure has occurred, effective service recovery is considered essential to business survival in general (Berry & Parasuraman, 1991), and in the context of e-commerce in particular (Reichheld & Schefter, 2000). Effective service recovery increases not only overall satisfaction, but also positive word of mouth (Spreng et al., 1995, Swanson and Kelley, 2001). For example, one study shows strong links between satisfaction with complaint handling and word-of-mouth behaviour (Oliver and Swan, 1989). That is, successfully recovered customers recommend the company to others or “demonstrate a strong propensity to share positive information about the experience” (Swanson and Kelley, 2001). In Maxham’s (2001) study, a very good service recovery, compared with a good recovery, had a stronger impact on word of mouth than on satisfaction or repurchase intention. 2.2.1 The Stages of Service Recovery Maturity Service Recovery in an organization progresses through a series of stages, shown in the nearby diagram.  
  8. 8. Stage 1, Moribund.   There is no complaint handling.   Angry customers are ignored. Stage 2: Reactive.  Customer complaints are heard, and a response is made. But it's a haphazard process with no defined goals for the response and no one owning this business process.   Stage 3: Active Listening.   At this stage, the response to issues voiced by customers is structured.  Specific people have the responsibility to respond to complaints and guidelines are in place for the response.   However, it is still reactive. Stage 4.  Solicitous.  The critical change from Stage 3 to 4 is the move from reactive to proactive solicitation of customers with issues.  The reason this is so important is that most customers don't bother to complain.  They just move on to other suppliers of products. The solicitous role is accomplished by encouraging customer to voice their complaints.  Event surveys (also known as transactional or transaction-driven survey) are a commonly used technique to get issues voiced.   The survey design must be such that more than just high level measurement of customer satisfaction is captured.  The design must allow for action to be taken.  The desire for anonymity complicates the task.   (Our Survey Workshops help attendees create such actionable survey instruments.) Stage 5: Infused.   The pinnacle of Service Recovery Practices is achieved when the complaint identification merges with business process improvement or six sigma programs to support root cause identification and resolution. The owners of business processes that cause customer issues are notified of the occurrences to prompt reexamination of the process design.   ! 2.3 Customer Satisfaction Customer satisfaction is an important factor of customer loyalty. Previous research confirmed the significant positive correlation between postrecovery satisfaction and customer loyalty. Maxham III and Netemeyer also found that postrecovery satisfaction has direct impact on repeated purchase of customers as well as positive word-of-mouth effect by customers. Collier and Bienstock found
  9. 9. that if customer loyalty will be negatively impacted if they are not satisfied with service recovery outcome in online retailing, such as switching and negative word- of-mouth effect. However, if a customer is satisfied with service recovery efforts by online retailers, they will actively involved in positive word-of-mouth behavior and strong repeated purchase intention in the future. ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! !
  10. 10. Chapter 3 Methodology ! 3.1 Sample and Data Collection A combination of paper-based and Web-based survey was used for data collection. Paper- based survey was conducted among college students and enior high school students in several university in Indonesia and also housewives in Bandung. Web-based survey was conducted through Kompas forum, detik forum and individual blog that con taint of negative complaint for Lazada Indonesia. The subject was asked to imaging oneself as the customer in the scenario who experienced the service incident and then indicate their responses. I choose sampling randomly. I receive a total of 35 responses, 30 responses of questionnaire and 5 responses of complaint solicitation. 3.1 Complaint Solicitation Using complaints as research collect and document them, then use the information to identify dissatisfied customer, correct individual problems, where possible and identify common service failures points. To be effective, complaint solicitation requires rigorous recording of numbers and types of complaints through many channel and then working to eliminate the most frequent problems. ! 3.2 Questionnaire The questionnaire of the effectiveness of service recovery strategy of Lazada Indonesia contain of several question of the respondents experience when they buy product in Lazada Indonesia. ! ! ! ! ! ! !
  11. 11. Chapter 4 Lazada Indonesia Service ! 4.1 Service provide Lazada Indonesia COD (Cash on Delivery) a method of payment services where customers can pay for product ordered to the courier when they receive their ordered goods. COD can be done just in several major cities in Indonesia and can only use for purchase under IDR 5,000,000,00. Returns/Refund within 14 days Indonesian LAZADA give 14 days to the customer to exchange the goods or refund money if there is damage or mismatch items ordered. Returns of goods is done by filling out an online form on the website Lazada Indonesia then returns will be processed further. Free Shipping LAZADA Indonesia provides free shipping just in several area in Indonesia, western and central Indonesia, with a minimum accumulated purchase of IDR 200,000,00. % instalment program LAZADA offer instalment systems with interest 0% on shopping products. This system has a period of instalment payments for 3 months and 6 months for all the products exist in Lazada with a minimum purchase of IDR 1,000,000,00. Partnership bank are BCA, Bank Danamon, BII and Standard Chartered Bank. Every customer who pay using a credit card from a partnership bank can follow this instalment program. pre-order product LAZADA selling some products with high demand even before the product is released with pre-order method. This product is already popular and eagerly awaited by many buyers in Indonesia , and Lazada provide a pre-order facility so that customers can have this product first time without the hassle of waiting in line or scrambling with other buyers . Mastercard Monday LAZADA have weekly promotional program called Mastercard Monday. In this program, every customer who has a MasterCard credit card will receive a 10%
  12. 12. discount for any kind of goods in various categories. This discount is only on Monday when conducting transactions using MasterCard credit card with a minimum purchase of IDR 800,000,00. Spending on LAZADA using MasterCard credit card also earn instalments with interest 0%. Online Revolution 12:12:12 LAZADA discount event held on December 12, 2012 ( 12:12:12 ). In every hour, LAZADA discount offers and announce the discount product through Lazada Indonesia’s social media like Facebook and Twitter with hashtag #1212Sale so customers are advised to constantly monitor social media channels belonging Lazada to follow their discount products. Other Promotional Programs LAZADA also hold a thematic promotional programs on a weekly basis, on holidays, national holidays, or special events such as Christmas Sale, New Look New Year, Chinese New Year Sale, Net - net Flood, Flash Sale, and Shopping Weekend ( BAM ! ) No limit quantity order The customer can order will unlimited amount of product Special price offers Lazada Indonesia offers many special prices for their products with competitive price than product that selling by others Flexible payment terms Lazada Indonesia provides some payment term such as Cash on Delivery, bank transfer (BCA, Mandiri, CIMB Niaga, BNI) and credit card (MasterCard and Visa) 100% product warranty Assistance during the whole process from choosing the right items to payment Selling top brands Shopping Voucher Shipping all over area in Indonesia Very competitive shipping price Lazada handling from door to door full shipment done by Lazada !
  13. 13. 4.2 Service Recovery Lazada Indonesia Kind of service recovery that given by Lazada Indonesia to their dissatisfied customer are actually no addition bonus like others company outside e- commerce business after service failure. Lazada Indonesia just try to handle and manage the process of how their dissatisfied customer refund and return their incorrect/broken goods to Lazada Indonesia properly and clearly. Even they are not give any bonus to the customer they don’t charge shipping and handling costs while the incorrect/broken product send to Lazada Indonesia, instead of they pick the product up in the customer’s address. These kind of responses and actions of Lazada Indonesia to make a remedy of the service incident to regain their loyal customer. ! The Mechanism of return the incorrect/broken product: 1. The customer filling out the return online form in http://www.lazada.co.id/ pengembalian_barang/ and follow the instructions for further processing. 2. After Team validation validate the incorrect/faulty product there are 2 option for send the product to Lazada Indonesia. First, the customer can send the product to Kaprlindo Warehouse or the product is picked up by courier 3. Then, after the product receive in Lazada Indonesia, Return team will check the product 4. There are two ways that can be chosen by customer after return team decide that the product is incorrect/broken customer, these are refund to finance division in Lazada Indonesia or exchange the product if the stock is available and if the product is sold out, Lazada Indonesia offer refund with several methods are bank transfer/COD/Credit Card/store credit. ! Term and condition for return/refund product: 1. if within 14 days after product is receipt by customer is damage, customer can return it to Lazada and Lazada will refund customer’s money or give them store credit. Store credit is a mechanism to recover the goods in which you are getting the same kind of voucher that is worth the price of goods ordered. The customer can use the store credit to purchase any item. If the price of good
  14. 14. purchase exceeds the value of store credit, customer can pay the addition price with available payment method such as bank transfer or cash on delivery. Refunds can not be made if the price of the good’s price is lower than the store credit that customer have. Store credit is a unique code that can only be used for one -time purchase and is only valid for a year. 2. Warranty product will apply in accordance with the period specified in the warranty paper. For products with official warranty, customer can return the product to the producer (manufacturer / distributor) or through Lazada Indonesia, complete with all original packaging and return forms. 3. For not defective product returns or refunds are on customer initiative, Lazada Indonesia will only offer store credit 4. For malfunction products (not work properly / damaged), Lazada Indonesia suggest customer to immediately contact customer service for these products in order to direct the handling of refund if a period of 14 days has passed 5. Returns that do not include a reason / info obvious damage and / or no picture will not be processed 6. Make sure the customer include a account number for the return shipping costs Exception: The cancellation of the purchase undefective product as listed above do not apply to the following types of products: • Books, magazines, newspapers and magazines; • Audio or video recordings (i.e. CDs or DVDs) or computer software (i.e. computer games) that have been opened; • Foodstuffs, beverages or other goods intended for everyday consumption; • Flowers and other products that tend to be broken or expired; and • Products that basically can not be returned (which includes eBooks, eMagazines, electronic vouchers, and for reasons of hygiene, iPods, bathing suits and earrings. ! ! ! !
  15. 15. Chapter 5 Research Findings ! 5.1 Complaint Solicitation For this method of research, i use 5 sampling of negative complaints that i find in several forum in internet so i choose the sampling randomly. ! Herwin (http://www.kaskus.co.id/thread/000000000000000016410261/keluhan- belanja-di-lazadacoid--silakan-masuk) Herwin told in their kaskus account about their shopping experience in Lazada Indonesia. And he give some comment there about the service in Lazada Indonesia. If Lazada Indonesia want to refund the product but there is mistaken data input as soon as possible they should confirm it to the customer from email or telephone. And also for the payment method of Lazada Indonesia have to be more professional in the future. Faster update stock product in website so there is no misunderstanding availability product. And he feel satisfied after get calling from customer service Lazada Indonesia about refund process. ! !
  16. 16. Muhammad Zacky (http://www1.kompas.com/suratpembaca/read/38541) Muhammad Zacky tells his story after buying a product in Lazada Indonesia in the kompas forum. He feels disappointed buy product in Lazada Indonesia because of unprofessionally response from the customer service and admin in the social media, website also customer service of Lazada Indonesia. Conversly, when he order the product, he always get the email confirmation status in email but when he refunds the product is nothing at all.Because of long time response of return product form them, he decides to refund the product and also get the long time response from them. Finally after his hard work write in this forum, he get response from Lazada Indonesia about the refund.
  17. 17. ! Eros (http://www.ingateros.com/2012/08/kupon-voucher-diskon-belanja-di- lazada.html) From eros experience shopping in Lazada Indonesia, he and his family very satisfied with the service of Lazada Indonesia because even they get the wrong order product and has been open the packaging, courier still let them to return the product because the product is wrong. after that, he decides to reorder the same product in August, 25th and the product is accepted on August 30th, 5 days after order to Surabaya from Jakarta. Sampai tulisan ini saya edit dan posting per 25, Agustus order yang saya pesan belum datang. Saya bisa maklum karena memang bertepatan dengan libur Ramadhan dan Idul Fitri, baik itu Lazada maupun kurir pengiriman. Sehingga segala transaksi pemesanan dan pengiriman sedikit terganggu, kemungkinan besar mulai lancar dan normal nanti Senin, 27 Agustus. Saya order ulang per tanggal 25 Agustus dengan produk dan jumlah yang sama. Dapet nomer order 200093358. Akhirnya.. malam ini Kamis, 30 Agustus 2012 usai sholat isya kurir Lazada yaitu First Logistik mengantar pesanan 2 hape Samsung pesanan istri dan tante. Gak percaya? ini penampakannya : ! 2 Penampakan HP Samsung yang order di Lazada Dari tanggal 5, nyampe tanggal 30 Agustus, butuh waktu 5 hari untuk sampai ke Surabaya. Kalao ditotal order sejak tanggal 9, butuh waktu 21 untuk pemesanan 2 hp di Lazada tersebut, mantebb dah. ! T e g u h S a n t o s o ( h t t p : / / s u a r a p e m b a c a . d e t i k . c o m / r e a d / 2013/08/30/104927/2345011/283/belanja-di-lazadacom-kecewa-yang-didapat)
  18. 18. (http://suarapembaca.detik.com/read/2013/09/13/091428/2357675/283/ tanggapan-lazadacoid-untuk-keluhan-bapak-teguh-santoso) ! Teguh Santoso has been transfer his payment to Lazada Indonesia but more than 7 days after he paid the notebook, there is no notebook comes in his house. he being so angry at that day, then he call the customer service about his order at August 21st. Unfortunately, he got the information that Asus Slimbook that he ordered is out of stock but he has been paid it. Finally, he get response from Edy Junaedi, Head of Customer Service of Lazada Indonesia if the product has been send to him on Sept 4th 2013. And he become satisfy at all after that. ! ! Nike (http://catatannike.blogspot.com/2012/08/kecewa-dengan-lazada.html) Nike want to buy sandwich maker for her friends wedding gift. Because of the laziness and limited time, she choose to buy it in Lazada Indonesia. But after the confirmation from Lazada Indonesia, evidently the product is sold out and Lazada is on their way to order the product to the distributor. She feels so disappointed about that. Maybe if there is no product, Lazada Indonesia should write sold out in their website, get the confirmation if the product is sold out before they send the
  19. 19. payment confirmation so it can minimised service failure. Finally, Lazada Indonesia decide to refund the Nike’s money but it’s still a long wait to transfer. In her blog, i can conclude that Nike feel dissatisfied with Lazada Indonesia even Lazada Indonesia do their recovery after because of refund method that still need a long time until the payment is received by Nike. ! !
  20. 20. From this result, i can conclude that from 5 negative complaint to Lazada Indonesia even after they do service recovery, 4 of 5 customers feel satisfied with the service of Lazada Indonesia and the rest feel unsatisfied because of failure in service recovery. ! 5.2 Questionnaire This research is conducted on 30 respondents that are from students in several high school and university in Indonesia and also a little housewives in Bandung. ! ! ! ! ! ! ! ! ! ! ! ! Customer Satisfaction after Service Recovery 20% 80% Satisfied Unsatisfied Gender 57% 43% Male Female Age 7% 10% 83% <15 years old 15-23 years old 24-40 years old <45 years old From 30 respondent, 17 respondents are female and 13 respondents are male. From 30 respondent, 25 respondent are 15-23 years old, 3 respondents a r e 2 4 - 4 0 y e a r s o l d a n d 2 respondents are above 45 years old.
  21. 21. ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! Ever shopping in Lazada Indonesia 67% 33% yes no From 30 respondent, 20 respondents never shopping in Lazada Indonesia and the rest, 10 respondents ever buy a product in Lazada Indonesia. So, we know that a little respondents that ever been shop there. Ever feel service failures 93% 7% yes no From 10 person that ever been shop there, 2 of 10 respondents ever feel service failure in Lazada Indonesia and 8 respondents never feel the service failure. Do you know service recovery strategy of Lazada Indonesia? 67% 33% yes no From 10 respondents that ever shopping in Lazada Indonesia, 10 of 10 know the service recovery strategy of Lazada Indonesia. Do you think that Lazada Indonesia’s Service recovery is effective? 20% 40% 30% 10% 1 2 3 4 5 From 30 respondents, 12 respondent think that service recovery in Lazada Indonesia enough good followed by so so service recovery with 9 respondents, very effective service recovery with 6 respondents and 3 respondents think that service recovery of Lazada Indonesia is ineffective.
  22. 22. ! ! ! ! ! ! ! ! ! ! ! ! ! From this result, we know that effectiveness of service recovery strategy of Lazada Indonesia will lead to customer satisfaction. Proof with from 12 respondents feel service recovery from Lazada Indonesia is effective and 2 of them ever feel service failure in Lazada Indonesia satisfy with Lazada Indonesia’s service recovery. ! ! ! ! ! ! ! ! ! ! Are you satisfied with Lazada Indonesia Service recovery? 100% 1 2 3 4 5 2 of 10 respondents ever feel service failure in Lazada Indonesia, all of them depict that they satisfy with service recovery in Lazada Indonesia (4th level)
  23. 23. Chapter 6 Conclusion and Recommendation ! 6.1 Conclusion From this research, i can conclude several conclusion about service recovery in Lazada Indonesia: Complaint Solicitation 1. From the effective service recovery, will lead the customer satisfaction in the case of Herwin, Zaki, Eros, and Teguh Santoso 2. It’s different from Nike that feel unsatisfied of service recovery of Lazada Indonesia because of ineffective service recovery. Questionnaire 1. The effectiveness of service recovery strategy of Lazada Indonesia will lead the customer to be satisfy to Lazada Indonesia. ! 6.2 Recommendation I don’t give any recommendation for any service recovery of Lazada Indonesia just for the ineffective service recovery strategy. They should improve in several things, such as: 1. If Lazada Indonesia want to refund the product because there is a mistaken data input as soon as possible they should confirm it to the customer from email or telephone. 2. For the payment method of Lazada Indonesia have to be more professional in the future. 3. Faster update stock product in website so there is no misunderstanding availability product 4. Increase the confirmation method in refund and return product with the dissatisfied customer directly get the email or telephone after failure product has been receive by Lazada Indonesia without checking by yourself in Lazada Indonesia, not only confirmation method in initial purchasing so the customer feel safe to return/refund the product because they know the status of product 5. Don’t give any confirmation if the product still unready. If better for Lazada Indonesia to just show on website the ready stock product that readily order by customer and show the pre order product if the product Give the confirmation about the product status if the product is not ready ! ! ! !
  24. 24. References • lazada.co.id. Accesed on 29April-1 May 2014 • Marimin, Frederic. March 2011. “Impact of Service Recovery on Customer Loyalty: A Study of E-Banking in Spain” Review of International Comparative Management. http://www.rmci.ase.ro/no12vol1/04.pdf. March 1 2011. • Jin Qin, Qi Chen, Yun Wan.“The Effects of Service Recovery Justice and Perceived Switching Costs on Customer Loyalty in E-tailing” POMS 23 rd Annual Conference. http://www.pomsmeetings.org/confproceedings/025/FullPapers/ FullPaper_files/025-1295.pdf. 20-23 April 2012. • Nike. (August 6th, 2012. Kecewa dengan Lazada. Accessed in May 1st 2014 from http://catatannike.blogspot.com/2012/08/kecewa-dengan- lazada.html • Teguh Santoso. (August 30th, 2013). Belanja di Lazada.com Kecewa yang Didapat. Accessed in May 1st 2014 from http://suarapembaca.detik.com/read/ 2013/08/30/104927/2345011/283/belanja-di-lazadacom-kecewa-yang-didapat • Edy Junaedi. (September 19th, 2013). Tanggapan Lazada.co.id Atas Keluhan Bapak Teguh Santoso. Accessed in May 1st 2014 from http:// suarapembaca.detik.com/read/2013/09/13/091428/2357675/283/tanggapan- lazadacoid-untuk-keluhan-bapak-teguh-santoso • Eros. (August 11th, 2012). Lazada Penipuan? Tidak, Tapi Mengecewakan!!!. Accessed in May 1st 2014 from http://www.ingateros.com/2012/08/kupon- voucher-diskon-belanja-di-lazada.html • Muhammad Zacky. (March 23rd, 2013). Pengalaman Buruk Belanja di Lazada. Accesed in May 1st 2014 from http://www1.kompas.com/suratpembaca/read/ 38541 • Herwin. Keluhan Belanja di Lazada.co.id? Silakan masuk. Accesed in May 1st 2014 from http://www.kaskus.co.id/thread/000000000000000016410261/keluhan- belanja-di-lazadacoid--silakan-masuk ! !
  25. 25. Appendix Service Recovery Questionnaire of Lazada Indonesia! Kuisioner ini dibuat untuk mengetahui keefektifan dari upaya pembenahan kesalahan pelayanan yang dilakukan oleh Lazada Indonesia.! ! Gender! Laki-laki! Perempuan! Umur! <15 tahun! 15-25 tahun! 26-45 tahun ! >45 tahun! 1. Pernahkan Anda berbelanja di Lazada.co.id?! Ya! Tidak! 2. Tahukan Anda upaya Lazada Indonesia untuk membenahi kesalahan pelayanan? (seperti bagaimana mekanisme menukar barang/menukar barang jika barang yang dikirim tidak sesuai)! Ya ! Tidak! 3. Apakah menurut Anda sudah efektif upaya pembenahan kesalahan pelayanan tersebut?! Ya ! Tidak! 4. Apakah Anda pernah mengalami kesalahan dalam pelayanan? (seperti tidak mendapat konfirmasi barang, barang yang dikirim tak kunjung tiba dari waktu seharusnya, barang yang dikirim rusak/tidak sesuai)! Ya ! Tidak! 5. Bagi Anda yang pernah mengalami kesalahan dalam pelayanan, apakah Anda puas dengan upaya pembenahan yang dilakukan oleh Lazada Indonesia?! Ya! Tidak

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