Improving User Satisfaction Through Service Quality with Service Digitalization as a Moderating Variable

Widyas Nugroho Saputro, Ibnu Khajar

Abstract


This study employs an explanatory and associative research design aimed at examining and elucidating the relationship between Service Quality, Service Digitalization, and Customer Satisfaction. The primary objective is to test specific hypotheses to reinforce the theoretical framework underpinning this study. The population consists of service users of the Tanjung Emas Customs and Excise Supervision and Service Office (KPPBC TMP) Tanjung Emas who access digital services via the "Gendis Legi" portal (gendis-legi.id). Based on the Slovin formula, a sample size of 152 respondents was determined. The sampling technique utilized non-probability sampling with a convenience sampling approach, selecting respondents based on accessibility and availability to ensure time and cost efficiency. Primary data were collected through the distribution of closed-ended questionnaires using a 5-point Likert scale, ranging from "Strongly Disagree" to "Strongly Agree." This instrument served to measure respondents' perceptions regarding the variables under investigation. Data analysis was conducted using the Partial Least Square (PLS) method to examine the relationships between variables within the structural model. The results indicate that Service Quality has a positive influence on Customer Satisfaction. Furthermore, Service Digitalization was found to strengthen the impact of Service Quality on Customer Satisfaction. These findings underscore the importance of service quality and innovation in service digitalization as strategic measures to enhance customer satisfaction.

 


Keywords


Customer; Digitalization; Quality; Satisfaction.

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References


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DOI: http://dx.doi.org/10.30659/jrbi.v23i1.51726

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