Maela Madel L. Cahigas
ABSTRACT
Lazada Express (LEX) is the official logistics courier of Lazada, a famous e-commerce website in the Philippines. Established companies are not exempted from encountering difficulties in supporting daily operations. Thus, the study aims to utilize Kansei engineering in analyzing online customer reviews, which is relative to influences of LEX's service characteristics to Kansei words. Total of 522 online customer reviews were translated to affective responses. Online reviews undergo text analysis and annotation process to generate Kansei words and service characteristics. Descriptive statistics was used to summarize the incorporated online reviews to Kansei words and service characteristics. Partial Least Squares (PLS) correlation analysis was utilized to determine the relationships between service characteristics and Kansei words. Result shows that service characteristics with negative impact dominated the highest rank in the constructed service assessment. Moreover, accumulated value of 5.75% was directly related to positive Kansei words and 94.25% was associated to negative Kansei words. Therefore, most of the customers received unsatisfactory services from LEX. The significant relationships between Kansei words and service characteristics can then be used to improve customer service strategies, and can be expected to produce efficient logistics services.
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