Model Kualitas e-Service dengan Pendekatan Meta-Etnografi
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Abstract
Penelitian ini bertujuan untuk mengusulkan model e-service quality berdasarkan model (best practice) yang ada saat ini. Model e-service quality telah dikembangkan oleh sejumlah peneliti namun masih tersebar dan belum ada kesepakatan atau konsesus terhadap model khususnya dimensi didalamnya. Bahkan mode e-service quality yang ada saat ini mempunyai beberapa dimensi namun cenderung mengabaikan dimensi dan item dari model (best practice) yang lain sehingga tidak diperoleh suatu model yang bersifat generik. Oleh karena itu dalam penelitian ini dilakukan studi dengan metode systematic review khususnya pendekatan kualitatif meta-etnografi dengan mereview berbagai studi terkait model e-service quality dari berbagai artikel jurnal dan conference untuk kemudian dilakukan proses sintesa. Meta-ethnography sebagai bagian dari metode systematic review merupakan teknik mengintegrasikan data lintas studi untuk mendapatkan teori maupun konsep baru dengan tingkat pemahaman yang lebih mendalam dan menyeluruh. Hasil penelitian menunjukkan model e-service quality yang terdiri dari 20 dimensi pengukuran yang terbagi atas perspektif organisasi (15 dimensi) dan perspektif pelanggan (5 dimensi). Dari segi praktis, model yang dihasilkan dapat digunakan untuk membantu organisasi dalam mengevaluasi dan meningkatkan kualtias layanan berbasis elektroni (e-service quality).
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