The Effect of Service Quality on T-Cash Customer Satisfaction using System Dynamics Framework
Downloads
Background:Every year, the number of T-Cash users is increasing significantly. However, the increase is not in sync with the number of T-Cash transactions. In this year, it was noted that active T-Cash users were only 35%. Some clinical studies have established an assessment of the quality of services, there are several dimensions assessed according to the topic of research. The dimensions of service quality used in this study are dimensions of efficiency, reliability, responsiveness, privacy, and security.
Objective: This study aims to build general models and simulations in increasing customer satisfaction with the quality of T-Cash services and produce the best scenarios that can be used by policymakers in increasing customer satisfaction.
Methods: System dynamics framework is utilized for the development of the model and scenarios. Because by using a system dynamics framework can predict service quality sometime in the future so that it can produce policies for the company.
Results: The simulation results are considered valid because they produce E1 values of 3% (E1 valid when E1 ≤ 5%) and E2 of 7% (E2 valid when E2 ≤ 30%). E1 is mean comparison and E2 is error variance. Based on these 2 scenarios, a policy can be taken that scenario 1 significantly increases customer satisfaction compared to scenario 2.
Conclusion: Based on the simulation that has been done, it can be concluded that the dimensions of responsiveness, privacy, reliability, security, and efficiency have an effect on improving service quality. On the scenario 1, it can be concluded that with the addition of the user friendliness dimension, the service quality will experience a significant increase over the next 5 years.
Khan, S. Mahapatra. "Service quality evaluation in internet banking: an empirical study in India,” International Journal Indian Culture and Business Management, vol. 2, 2009.
S. Behjati. "Interrelation between E-service Quality and E-satisfaction and Loyalty,” European Journal of Business and Management, vol. 4, pp. 75-86, 2012.
L. Zhao, Y. Lu, L. Zhang. "Assessing The Effects Of Service Quality And Justice On Customer Satisfaction And The Continuance Intention Of Mobile Value-Added Services : An Empirical Test Of A Multidimensional Model,” Decision Support Systems, vol. 52, pp. 645-656, 2012.
P. Kotler,. Manajemen Pemasaran : Analisis, Perencanaan, Implementasi dan Pengendalian, Edisi Bahasa Indonesia Jilid 2, Jakarta, Salemba empat – Prentice Hall, hal 83-92. 2007.
Y. Kuo, C. Wu, W. Deng. "The Relationships Among Service Quality , Perceived Value , Customer Satisfaction , And Post-Purchase Intention In Mobile Value-Added Services,” Computers In Human Behavior, vol. 25, pp. 887-896, 2009.
J. Chen, C. Zhang, Y. Xu. "The Role of Mutual Trust in Building Members Loyalty to a C2C Platform Provider,” International Journal of Electronic Commerce, vol. 14, pp. 147-71, 2009.
D. Ball, P. Coelho, M. Vilares. "Service Personalization and Loyalty,” Journal of Services Marketing, vol. 20, pp. 391 – 403. 2006.
L. Marti. "Understanding Customer Loyalty Through System Dynamics The Case Of A Public Sports Service In Spain,” Management Decision, vol. 47, pp. 151-172, 2009.
E. Stiakakis, C. Georgiadis. "E-Service Quality : Comparing The Perceptions Of Providers And Customers,” Managing Service Quality: An International Journal, vol. 19 Issue: 4, pp.410-430, 2009.
Z. Yang, X. Fang. "Online Service Quality Dimensions And Their Relationships With Satisfaction: A Content Analysis Of Customer Reviews Of Securities Brokerage Services,” International Journal of Service Industry Management, vol. 15 (3), pp. 302-326, 2004.
F. Hamed, B. Saadan, B. Seman. "Determining the Influence of the Reliability of Service Quality on Customer Satisfaction The Case of Libyan ECommerce Customers,” International Journal of Learning & Development, vol. 5, 2015.
A. Zeithaml, L. Berry, A. Parasuraman. "Behavioral Consequences of Service,” Journal of Marketing, vol. 60, pp. 31-46. 2013.
G. Udo, K. Bagchi, P. Kirs. "E-Service Quality Perception , Satisfaction And Intention,” International Journal of Information Management, vol. 30, pp. 481-492, 2010.
Sterman, J.D. "Business Dynamics: Systems Thinking and Modeling for a Complex World,” Irwin McGraw-Hill, Boston. 2000.
S. Kim, S. Wook "The Trade-Off Of Service Quality And Cost : A System Dynamics Approach,” Asian Journal on Quality, vol. 11, pp. 69 – 78, 2010.
R. H. A Bourouni. "Customer Support Optimization Using System Dynamics : A Multi-Parameter Approach,” Kybernetes, vol. 45, pp. 900-914, 2016.
Forrester, Jay W. "System Dynamics, Systems Thinking, and Soft OR,” System Dynamics Review Summer, vol. 10, pp.
1994.
J. Burns. "Validation of Causal Loop Diagram”, Rowls of Business Administration, Texas Tech University Lubbock, Texas 79409 – 2101. 2004.
Y. Barlas. "Multiple tests for validation of system dynamics type of simulation models,” European Journal of Operational Research 42, pp. 59-87 59. 1989.
Y. Hu, P. Liao. "Finding Critical Criteria Of Evaluating Electronic Service Quality Of Internet Banking Using Fuzzy Multiple-Criteria Decision Making,” Applied Soft Computing Journal, vol. 11, pp. 3764-3770, 2011.
S. Quality, P. Matrix. "Service Quality Evaluation By Service Quality Performance Matrix,” Total Quality Management, vol. 14, pp. 79–89, 2003.
Janita, Miranda. "Exploring Service Quality Dimensions in B2B Marketplaces,” Journal of Electronic Commerce Research, vol. 14, pp. 363-386. 2013.
S. Hemalatha, L. Dumpala, B. Balakrishna. "The Asian Journal of Shipping and Logistics Service Quality Evaluation and Ranking of Container Terminal Operators through Hybrid Multi-Criteria Decision Making Methods,” The Asian Journal of Shipping and Logistics, vol. 34, pp. 137-144, 2018.
Authors who publish with this journal agree to the following terms:
All accepted papers will be published under a Creative Commons Attribution 4.0 International (CC BY 4.0) License. Authors retain copyright and grant the journal right of first publication. CC-BY Licenced means lets others to Share (copy and redistribute the material in any medium or format) and Adapt (remix, transform, and build upon the material for any purpose, even commercially).