Improving ShopeeFood Services by Integrating the SERVQUAL Method and SWOT Strategy
Peningkatkan Layanan ShopeeFood dengan Mengintegrasikan Metode SERVQUAL dan Strategi SWOT
DOI:
https://doi.org/10.21070/ups.11889Keywords:
ShopeeFood, Service Quality, GapAbstract
This study is motivated by the gap between user expectations and perceptions of ShopeeFood service quality, identified through complaints from consumers and driver-partners regarding difficulty in obtaining drivers and slow, unfair complaint resolution processes. This study aims to identify the highest gap in ShopeeFood service, determine appropriate strategies to improve service quality, and provide improvement recommendations using the SERVQUAL and SWOT methods. The results show that all five service dimensions have negative gaps, with an overall SERVQUAL score of−0.146, and the Responsiveness dimension having the most negative gap (−0.1925), making it the top priority for improvement. IFAS-EFAS analysis places ShopeeFood in Quadrant III of the SWOT diagram, indicating that a turnaround (WO) strategy is most appropriate, focusing on leveraging market growth and driver incentive programs to address weaknesses in driver-partner performance. Based on these findings, ShopeeFood should prioritize training and supervising driver-partners on appearance and punctuality, speed up complaint handling.
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