The Effect of Service Quality on Customer Satisfaction on Grab Online Transportation Service Users in Makassar City

Aspiani Aspiani(1*), Ahmad Syarief Iskandar(2),

(1) Universitas Negeri Makassar
(2) Islam Institut Islam Negeri Palopo
(*) Corresponding Author



Abstract


This research is motivated by the increasingly widespread online transportation business competition, which encourages companies to pay more attention to customer satisfaction. This study aims to explain the effect of service quality on customer satisfaction for users of online Grab transportation services. This study is a verification study with the population being all users of online Grab transportation in the city of Makassar and a sample of 100 users of online Grab transportation. Data collection techniques used are observation, questionnaires and documentation. Testing techniques carried out included questionnaire instrument tests consisting of validity and reliability tests, classical assumption tests consisting of multicollinearity tests, heteroscedasticity tests, normality tests, simple linear regression analysis, hypothesis tests consisting of t-test and coefficient of determination. The results showed that service quality was categorized as "good" in terms of indicators of reliability (reliability), responsiveness (responsiveness), assurance (guarantee and certainty), empathy (care), and tangible (physical form). Meanwhile, customer satisfaction is classified as "high" in terms of indicators of conformity to expectations, interest in reuse and willingness to recommend. The results of hypothesis testing indicate that there is a "high" influence between service quality and customer satisfaction for users of online Grab transportation services in the city of Makassar.


Keywords


Service Quality; Customer Satisfaction; Transportation Services; Grab

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References


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