E-SERVQUAL PADA APLIKASI LAYANAN TRANSPORTASI GO-JEK DI PONTIANAK

Abstract

Since the past few years, there has been a rise in the need of using online-based transportations. Evidently, drivers of online transportation can be found anywhere along the roads in Pontianak, milling about. There are, currently, three alternatives of online transportation available in Pontianak, namely Grab, Gojek, and Maxim. Gojek, under the management of PT Aplikasi Karya Bangsa, is the only online-based transportation service provider founded by an Indonesian. Whereas, Grab is the online-based transportation service provider from Malaysia, and Maxim from Russia. Based on observation conducted by researcher on Gojek Application in November 2020, there were some complaints from the users regarding the services of the said application since its last updated version released in August 2020. This study aims to find out the e-servqual value of Gojek application by taking samples in Pontianak setting. This study employed descriptive qualitative method and was conducted within Pontianak setting. Snowball sampling technique was employed to collect the samples required for this study. The data collecting technique employed were observation, interview, and questionnaire. The results of this study show that the average value of the customers’ expectations, consisting of seven e-servqual variables, namely efficiency, reliability, fulfillment, privacy, responsiveness, compensation, and contact, was 7.64. Whereas, the average value of perception/performance of the aforementioned seven variables was 7.76. Therefore, it can be inferred that the perception service value was greater than the expectation service value, meaning that the e-service quality received by the respondents exceeded their expectation, with the average gap value of 0.12.