Implementing affinity analysis in determining critical factors on e-service systems in Malaysia

Understanding on what people desires and require become a great challenge of e-service based industries today. This paper tries to understand the issues in service experience in e-governments service applications of this complex society's as well as likeability and expectation on the e-services by implementing affinity analysis to discover critical factors for further exploration. This paper also explains how affinity analysis can be applied to interpret subjective data into an analytical approach, and finally determine the critical factor using cause effect analysis. It aid researcher with a simpler yet richer idea of the subject been interpreted in the subjective perspective. A pilot study's data is applied in this analysis which consists of focus group and personal interview. This study includes users from different age, genders and professions of e-service users in e-government applications in Malaysia. Data were collected from users residing from 13 states in Malaysia.