The Relationship between E-Service Quality and Customer

Satisfaction Evidence on Online Transportation Services in Indonesia

Ady Widjaja

, Widji Astuti

, Abdul Manan

Universitas Budi Luhur

Universitas Merdeka Malang

Keywords: GOJEK, Application, driver.

Abstract: To date, in Indonesia, online delivery service has become a new trend in selling transaction in the urban

community. The utilization of two-wheeled vehicle is the privilege for alternative service delivery, regardless

of whether it is conveying the merchandise or convey customer the proposed spot. PT. GOJEK is a company

that provides services for delivery-based android applications. Customers only need an internet connection to

use the service Gojek. This study examines the influence of customer satisfaction on customer loyalty against

PT GOJEK Indonesia. As for the methods used for the collection of data using simple random sampling and

to process data using Partial Least Square (PLS) as well as to review the analysis of the influential factors on

the E-Service Quality and Customer Satisfaction using Importance Performance Analysis (IPA). The results

of this research show that E-Service Quality is very effecting on customer Satisfaction PT. GOJEK Indonesia

so the PT GOJEK should retain customer satisfaction

1 INTRODUCTION

PT. GO-JEK Indonesia has been a pioneer and

pioneer organization occupied with e-commerce

based business in the industrial revolution. GO-JEK

provided services with many features in the

application. The nearness of internet business on GO-

JEK is relied upon to help address the community

needs and encourage the transportation of Indonesia

in completing day by day exercises. Now, two-

wheeled vehicle application or online taxi are being

well-known. Simple, cheap, safe, and quick are

offered by them that is needed by the community.

Particularly for transportation on the boulevards are

congested, altogether not to take additional time on

the outing, at that point an online arrangement.

Traditional taxi transportation with transport-taxi

online application has fundamental differences. They

also make it easy because everyone in Jakarta can get

the app with download it on their smartphone. By

using the application, it will be associated with a cab

driver on the web, online taxi, and the driver will go

to a customer in the predefined area to convey client

or request to the goal. It's very helpful to everyone.

They will tell the exact place where the driver needs

to pick up, and the application itself will calculate the

cost to be paid

2 LITERATURE REVIEW

2.1 Customer Satisfaction

In today situated business condition, it tends to be

said seemingly that the inquiry of how to fulfill clients

turns into a definitive worry of the majority of the

organizations in any sort of business. Customer

satisfaction is the evaluation after the purchase of the

selected alternative is at least equal or exceed

customer expectations, while dissatisfaction arose

when the result (result) does not meet expectations

(Engel, et al., 1995:187). We believe that feeling

pleasure or disappointment after comparing

perceived product is important, and the customer will

have disappointed if the performance is behind their

expectations and if not they will be satisfied, but if it

is more than that they would be happy and definitely

satisfied. Kotler and Keller (2012, 10) hold that

Satisfaction reflects the perceived product

performance assessment in conjunction with hope.

Widjaja, A., Astuti, W. and Manan, A.

The Relationship between E-Service Quality and Customer Satisfaction Evidence on Online Transportation Services in Indonesia.

DOI: 10.5220/0008931501830188

In Proceedings of the 1st International Conference on IT, Communication and Technology for Better Life (ICT4BL 2019), pages 183-188

ISBN: 978-989-758-429-9

183

2.2 E-Service Quality

E-Service Quality is the expansion of the ability of a

web site for easy shopping, purchasing, and

distribution effectively and efficiently (Chase,

Jacobs, Aquilano &, 2006). Information Quality,

Security, Website Functionality, Customer

Relationship, and Responsiveness and Fulfilment are

the five dimension of how to measure e-servicee

quality. Each dimension can be explained as follows:

a. Information Quality is the available

information on the website is the main

component of the perceived quality of service.

Security with regard to how a proven

trustworthy website for customers. Online

services are done well, and fluently can build

trust and confidence to customers.

b. Dimensions of Website Functionality consists

of three aspects. Navigation is concerned with

how easy the users searching for information

on websites. It is considered a staple in terms

of the build quality of service. The second

aspect, access the website, refer to the user's

ability to access resources (including

information related to travel and service

features)

c. On the dimensions of the Customer

Relationship, a virtual community that

developed in a website can be considered a

social organization online to provide users and

customers with the opportunity to share

opinions and exchanging information among

the community of Gojek. View of Armstrong

and Hagel (2001) about the virtual community

it can be concluded that a virtual community

can unify information and society into a

relationship. Features of the services provided

by the website give the opportunity to the user

(users) to interact with other users. Two-way

communication helps users to search for

information, making buying decisions, and

giving feedback or input to the website. This

relationship can be developed through

interaction with an online community that

allows users to participate, learn, and interact

online.

d. Then the dimensions of Responsiveness and

Fulfilment is measured based on the timeliness

of a website that responds to the customer in an

online environment, such as how to answer

questions from customers with fast and

efficient or how needs and can respond to

customer complaints via email politely. These

problems conceptually are a component of the

dimension of responsiveness.

e. The dimensions of fulfillment refer to a

website's success in delivering products or

services and its ability to correct errors that

occurred during the transaction process. The

website seeks to minimize dissatisfaction with

service provided will achieve a higher level of

an evaluation of the quality provided by the

customer).

2.3 Partial Least Square (PLS)

As indicated by Imam Ghozali (2006:1) the technique

for Partial Least Square (PLS) is clarified as pursues:

Model-based fluctuation structure condition. To

measure the unmeasurable PLS latent variables has

been able to describe it and using the indicators for

the manifest variables. This model was created as an

option for circumstances where essential hypothesis

on structuring a model of weak or markers that are

accessible don't meet model estimations of reflexive.

2.4 Importance Performance Analysis

(IPA)

To know what could contribute to higher satisfaction

of users, we can use a method called Importance-

performance analysis (IPA) that can help to identify

important performance factor what must be

demonstrated by an organization. This was

introduced by John A. Martilla and John C. James

(1977). The results of the research quadrant Martilla

and James exemplified as follows:

Figure 1: IPA MATRIX

A. Concentrate Here.

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In this quadrant, ‘Concentrate Here' factor is an

important and a priority for improvement because we

know that in this quadrant the expectation of them is

high, but the actual performance of the product has

not been satisfactory, so the company is being liable

to improve the performance of a variety of factors.

B. Keep up with the good work.

Components that lie in this quadrant are viewed as

significant and expected as a supporting variable for

consumer satisfaction so the company will be obliged

to guarantee that the presentation of the

establishments can keep on keeping up the

accomplishments has been accomplished.

C. Low Priority.

In here, we know that actual performance levels are

low because the consumers also have a low

expectation, so they don't need to move their attention

to the factors.

D. Possibly Overkill.

Components that lie in this quadrant isn't considered

excessively significant, so the executives need to

distribute assets that are related with those variables

to different elements that have the higher taking care

of need still needs improvement, for example, in

quadrant B.

3 METHODOLOGY

Data collection was done through the survey by way

of spreading the questionnaire to respondents defined

by researchers that have enjoyed the service GO-

RIDE from PT. GO-JEK Indonesia. The responses

collected were 230 respondents in total, which using

the Simple random sampling technique. Of research

results are disseminated through the questionnaire

most users Gojek with the purpose to House 75

people with percentage of 37%, then the Office 77

people with 39% and the percentage of the Campus

as much as 15 people with percentage of 8% as well

as public places as many as 33 people with percentage

of 16%. Furthermore, the respondents were given the

opportunity to fill in statements such as that indicated

in the questionnaires by giving the sign of the cross

(X) in accordance with the opinion, judgment or

perception of the observations of the respondents. As

for the data-processing tools to use with Smart-

software PLS.

4 RESULTS AND DISCUSSION

4.1 Research Instrument

To do the research, we used the questionnaire as an

instrument in this study with some of the statement.

The method is a primary data that means it's a data

from a respondent that we feel perfect fit for this. In

total, we have 200 respondents to answer the

statement with a graphic rating scale. Here, the detail

in the research instrument:

Table 1: Research Instrument Variable of E-Service Quality

Variabel Indicator Statement Item Score

1 2 3 4 5

E-Service

Quality

1. Information

Quality

a. Information in application is clearly

b. The content I visited is up to date

2. Security a. I believe that protecting the privacy of customers

b. PT. GO-JEK ensure the security of the personal data

of users of their online

3.Website

Function

a.application design can I operate

b.Application Gojek can be accessed at anytime

c.I get I am looking from the relationships between

pages in the application

4. Customer

Relationship

a.Driver's Gojek polite in serving passengers

b.Taxi driver online explains the information properly

regarding the location requested

5. Responsive

ness

a.Online taxi route information to clearly explain to

customers

b.The use of rating a driver help acceleration services

6.Fullfilment a.Drivers deliver to destination

b.Online taxi explains requested/destination

The Relationship between E-Service Quality and Customer Satisfaction Evidence on Online Transportation Services in Indonesia

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Table 2: Research Instrument Variable of Customer Satisfaction

Variable Indicator Statement Items Score

1 2 3 4 5

Customer

Satisfaction

1. Satisfy

Customer

Expectation

a. Ojek online alternative

transportation congestion

b. Ojek online escorted safely

2. Easy to

obtaining

a. Ojek online serving customers

for 24 hours.

b. I didn't wait for long time in

need of transportation ojek online

3.Willingness

to recommend

a. I invite a friend to use the ride

gojek

b. I Suggest my brother to use

ride-Gojek

4.2 Description of Analysis Results

a. Result Analysis Variable E-Service Quality

Table 3: Result Analysis Variable E-Service Quality

Statement

Scale

Mean

1 2 3 4 5

STS TS N S SS

Information in application is clearly

5 5 23 103 64 4.08

The content I visited is up to date

2 6 25 107 60 4.09

I believe that protecting the privacy of customers

2 12 49 105 32 3.77

PT. GO-JEK ensure the security of the personal data

of users of their online

2 10 47 102 39 3.83

application design can I operate 2 5 13 110 70 4.21

Application Gojek can be accessed at anytime 1 2 19 112 66 4.20

I get what am looking from the relationships between

pages in the application

1 4 20 134 41 4.05

Driver's Gojek polite in serving passengers

1 3 56 109 31 3.83

Taxi driver online explains the information properly

regarding the location requested

3 5 43 114 35 3.87

Online taxi route information to clearly explain to

customers

2 15 44 114 25 3.73

The use of rating a driver help acceleration services

1 14 42 116 27 3.77

Drivers deliver to destination

2 6 19 133 40 4.02

Online taxi explains requested/destination

2 10 42 109 37 3.85

Percentage & Average (%) 1.00 3.73 17 56.46 21.81 3.94

Notes :

STS : Strongly Disagree

TS : Not Agree

N : Neutral

S : Agree

SS : Very Agree

As we can see, from table 3.3 that the mean is 3.94 and they agreed for 56.46%, which means that E-servicee

quality provided by GO-JEK goes well.

b. Result Analysis Variable Customer Satisfaction

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Table 4: Result Analysis Variable Customer Satisfaction

Statement

Scale

Mean

1 2 3 4 5

STS TS N S SS

Ojek online alternative transportation congestion

3 4 21 110 62 4.12

Ojek online escorted safely

7 8 33 88 64 3.97

Ojek online serving customers for 24 hours.

23 6 49 86 36 3.53

I didn't wait for long time in need of transportation ojek

online

3 16 64 87 30 3.63

I invite a friend to use the ride gojek

15 19 27 98 41 3.66

I Suggest my brother to use ride-Gojek

7 17 30 115 31 3.73

Percentage & Average (%) 4.83 5.83 18.67 48.67 22.00 3.77

Notes :

STS : Strongly Disagree

TS : Not Agree

N : Neutral

S : Agree

SS : Very Agree

From table 3.4 that percentage and the average agreed amounted to 48.67% which means that the customer

was satisfied against the drivers GOJEK.

4.3 Quadrant IPA

a. E-Service Quality

Figure 2: Quadrant IPA E-Service Quality

Variable E-Service Quality indicators X2.9 (Taxi

Driver online explains the information properly

regarding the location requested), X2.10 (online Taxi

route information to clearly explain to customers),

X2.11 (use of rating a driver help acceleration

Ministry) and X2.13 (Gojek describes the information

properly regarding the requested location) into A

Quadrant that is a top priority (Concentrate Here) so

that the indicator X2.9 (Taxi Driver online explains

the information properly regarding location asked),

X2.10 (online Taxi route information to clearly

explain to customers), X2.11 (use of rating a driver

help service acceleration) and X1.13 (Gojek describes

the information properly regarding the location

requested) that are considered important and or effect

on customer satisfaction, so that the parties are

companies need to concentrate on allocating its

resources to improve performance that goes on in this

quadrant. On indicators X2.1 (information on

application clear) X2.2 (the content of the application

that I visit up to date), X2.6 (application Gojek can be

accessed at anytime), X2.7 (I get I am looking from

the relationships between pages in the application)

and X2.12 (Driver deliver to destination) belonging

to the B Quadrant i.e. Preserve Achievements (Keep

Up The Good Work) so X2.1 (information on

application clear) X2.2 (the content of the application

that I visit up to date), X2.6 (application Gojek can be

accessed at anytime), X2.7 (I get my search of the ties

between pages in the application) and X2.12 (Drivers

accompany to goal) is an important indicator as a

supporting factor for customer satisfaction and the

company is obliged to maintain the achievement of

performance such. On indicators X2.3 (I believe that

protecting the privacy of their online customers),

X2.4 (PT. GO-JEK ensure the security of users

personal data online taxi) and X2.8 (Driver Gojek

polite in serving passengers) entrance Quadrant C low

priority (i.e. Low Priority) so that the indicator X2.3

(I believe that protecting the privacy of their online

customers), X2.4 (PT. GO-JEK ensure the security of

The Relationship between E-Service Quality and Customer Satisfaction Evidence on Online Transportation Services in Indonesia

187

users personal data online taxi) and X2.8 (Driver

Gojek polite in serving passengers) are not too

important so that companies do not need to prioritize

or to give more attention to the indicators. And on

indicator X2.5 (design applications can I run) into

quadrant D (Possibly Overkill) so that the indicator

X2.5 (I can operate the application design) are not too

important and less influence on satisfaction customer.

so the company better allocate resources related to

these indicators to the indicators of other more have a

higher priority level

b. Customer Satisfaction

Figure 3: Quadrant IPA Customer Satisfaction

From IPA with customer satisfaction, the variable

Y1.1 and Y1.2 are in the same quadrant name

‘Preserve Achievement' or Keep up the good work,

meanwhile, the variable Y1.5 and Y1.6 are in the

quadrant ‘Low Priority.' It means that they need to

focus on Y1.1 and Y1.2 because those two variable

are two indicators to customers and the company

needs to maintain the performance accomplishment

and the others two factors is not too influential, so

they don't need to focus on those two.

5 CONCLUSION

After through the research, the influence of E-Service

Quality towards customer satisfaction the conclusion

to be drawn as follows: E-Service Quality influence

the customer satisfaction as we can look that t-test

statistic gives value for 6.041, Reliability test results

obtained from the value of the Cronbach's Alpha E-

Service Quality is 0.77 and customer satisfaction is

0.89 Means the variable reliable or consistent, From

the quadrants of IPA concerning E-Service Quality

can note that indicator X2.9, X2.10, X2.11 and X2.13

considered important and effect on customer

satisfaction, so that the parties need to concentrate

companies to allocate resources to improve its

performance in this quadrant, and from IPA, the

company need to focus on Y1.1 and Y1.2 to get the

maximum of customer satisfaction

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