Requirement analysis and service optimization of multiple category fresh products in online retailing using importance-Kano analysis |
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| Institution: | 1. Discipline of Pharmaceutical Technology, School of Pharmaceutical Sciences, Universiti Sains Malaysia, 11800, Minden, Penang, Malaysia;2. PAP Rashidah Sa''adatul Bolkiah Institute of Health Sciences, Universiti Brunei Darussalam, Jalan Tungku Link Gadong BE1410, Brunei Darussalam;3. Razak School of Engineering and Advanced Technology, Universiti Teknologi Malaysia, 54100, Kuala Lumpur, Malaysia;4. Faculty of Business and Management, Universiti Teknologi MARA Selangor, 42300, Puncak Alam, Selangor, Malaysia;5. Faculty of Business, Multimedia University, Jalan Ayer Keroh Lama, 75450, Melaka, Malaysia;7. Graduate School of Business, Universiti Sains Malaysia, 11800, Penang, Malaysia;9. Non-Destructive Biomedical and Pharmaceutical Research Centre, Smart Manufacturing Research Institute, Universiti Teknologi MARA Selangor, 42300, Puncak Alam, Selangor, Malaysia;10. Particle Design Research Group, Faculty of Pharmacy, Universiti Teknologi MARA Selangor, 42300, Puncak Alam, Selangor, Malaysia;1. Pennsylvania State University at Harrisburg, 777 W. Harrisburg Pike, Middletown, PA, 17057, USA;2. Farmer School of Business, Miami University, 83 N Patterson Ave, Oxford, OH, 45056, USA;1. Department of Active Aging Industry, CHA University, South Korea;2. School of AI Healthcare, CHA University, South Korea;1. SHU-UTS SILC Business School, Shanghai University, 20 Chengzhong Road, Jiading, Shanghai, 201899, China;2. Business School, University of Technology Sydney, 15 Broadway, Ultimo, NSW, 2007, Australia;3. Graduate School of China, Sungkyunkwan University, International Hall, 25-2 Sungkyunkwan-ro, Jongno-gu, Seoul, 03063, South Korea |
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| Abstract: | Online fresh retailing enriches people's shopping choices and provides convenience to reduce the risk of infection during the pandemic. Online reviews contain consumers' attention, requirements and sentiments, and in-depth analysis of this information has guiding values for service optimization. To better understand this information, a requirement analysis idea based on the attention and sentiment distribution of online reviews was proposed, namely importance-Kano analysis. Seven different customer requirements were found, including express delivery, cost performance, communication, freshness, flavor, specification and packaging. Flavor and freshness are the most concerned attributes, and they and other attributes all influence satisfaction in their unique ways. Consumers care a lot about the shopping experience and product quality and they have a high degree of product involvement in fresh products. Service improvement should be considered as a systematic project, and the influence of competitive environment, category differences and technological development should not be ignored. A service optimization model was developed based on the concept of total quality management, which was constructed by three layers including supply chain, operation management and consumer experience. The systematic analysis is conducive to in-depth understanding of the complexity, systematical and timeliness nature of fresh product operation management. |
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| Keywords: | Customer requirement Service optimization Fresh product Online retailing Kano model Latent dirichlet allocation |
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