Enhancing User Satisfaction in Indonesia’s e-wallet Market: A Comprehensive Analysis of Factors and Priorities

Abstract

Research on user satisfaction is crucial because it is the key to digital business success, including e-wallet in Indonesia which is experiencing very rapid growth. This study is aimed at determining the gap between e-wallet perception and user expectations, evaluating the level of user satisfaction among e-wallet, and determining the priority of improvement of the factors that affect e-wallet user satisfaction. Data processing is divided into four stages: Kano model, processing the comparison between user satisfaction data based on the gap in the value of perceptions and user expectations, processing of satisfaction gaps between e-wallet applications, and processing for multinomial logistic regression (MLR). To measure user satisfaction with a service, the concept of SERVQUAL, which consists of tangibles, reliability, responsiveness, assurance, and empathy, was used. Data were collected using online questionnaire distributed in the areas of Jakarta, Bogor, Depok, Tangerang, and Bekasi. The results of this study show that based on a comparison between users’ perceptions and expectations, the satisfaction gap value is negative. This shows that e-wallet users are not satisfied. The comparison of satisfaction gaps between e-wallet shows significant differences for security, efficiency, reliability, application display design, and economic benefit factors, whereas no significant difference is found for the customer service factor. This study provides the priority of improvement for each e-wallet provider. The novelty of this research is the priority for improvement that is derived from a combination of expectation and perception mapping, Kano’s model, and MLR. The findings could be used to increase the user satisfaction that can lead to the success of an e-wallet application.

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“…The Mann-Whitney U (MWU) test is a nonparametric test used to compare two groups that are not related to each other [22], [23]. The MWU test requires the combination and ranking of both groups.…”