||Groupon is a company that provides services with combination of e-coupon and group-buying|
where customer gets more benefit when more people join to buy in group. Although Groupon
has been growing rapidly during the last couple years, nevertheless many of their customers
have shared negative thoughts on different rating.
We conducted a qualitative research by applying content analysis method and E-S-QUAL to
examine the complaints Groupon obtained with respect to the service quality. The purpose of
this research is to discover the reasons why Groupon had so many negative comments, collected
from SiteJabber and ResellerRating website. In this research, totally 100 comments
were divided into 569 units which is used as a source for data analysis.
In our analysis, we found out that the problem of service quality comes from whether the
Groupon company itself or the Service Provider. The problem originated from Groupon could
be classified into six main categories: Reliability, Information Quality, Assurance, Low Loyalty,
Responsiveness and Compensation; from the Service Provider, it can be classified into
four main categories: Interaction Quality, Service Outcome Quality, Product Outcome Quality
and Low Loyalty. Moreover, one common Main Category, Cooperation Problem, existed in
Groupon and Service Provider due to some miscommunication or misinterpretation occurred
during discussion and therefore it is hard to identify whose fault it is.
We hope this research contributes the comprehensive understanding of service gap between
Groupon and Service Provider, and suggest Groupon and Service Provider the solution and
importance of what needs to be done and to be concern in the future aspect.