The Impact of Self-Service Technology Service Quality Toward E-Satisfaction at Pt Kereta Api Indonesia (Persero)
Technological advances are encouraging companies to gradually change the traditional-style services to the system-based service through the implementation of various new technologies, one of them is by applying a self-service technology (SST) that allows customers to interact and perform services independently. PT KAI Persero is one of the companies that implements SST in terms of online ticket service named KAI Access. However, the use of KAI Access is still fairly low. People still prefer to come and queue at the train station counter. This may be due to the readiness of the technology and the acceptance of the value of the benefits that the prospective user cannot properly perceive. The purpose of this study is to determine the factors of the technology readiness from the user perspective on the quality of self-service technology based on the perceived value that will increase the satisfaction of users of rail transport services. Methods of data collection was done through the spread of the online questionnaire and obtained a valid result of 422 respondents. Data processing research was carried out using SmartPLS 2.0 and followed the process of mediation analysis. Based on the results of data processing, it is found that the technological readiness variable (TR) has a significant positive effect on SQ-SST, which will further improve e-satisfaction. This research also proved that SQ-SST not only have positive and significant influence directly to e-satisfaction, but indirectly also have positive and significant influence through mediating variable that is perceived value which can mediate a relationship between SQ-SST and e-satisfaction. Management implication of this research is to expect PT KAI company can pay more attention to level of technological readiness, in order to successfully implement SST in its company, also that PT KAI can see user perceived value as one of the key factor to consider to improve e-satisfaction of users of KAI Access application.
Keywords - Technology Readiness; Service Quality; Self-Service Technology; E-commerce; E-satisfaction.