MOBILE SERVICE QUALITY EVALUATION OF INDONESIAN RIDE- HAILING COMPANIES: SENTIMENT ANALYSIS APPROACH

• Main Author: Edria Kosasih, Lim
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/63730
• Institution: Institut Teknologi Bandung

Marked with technology based-startups establishment, Indonesia’s digital economy has been growing aggressively. One of current largest industries in Indonesia’s digital economy ecosystem is ride-hailing industry. Inside the industry, tight competition occurred among the two largest players, Gojek and Grab. In 2020, Grab has finally won the market over Gojek despite the similar super app strategy adopted. Switching behavior due to low switching cost becomes the suspect of the low customer loyalty. Therefore, a study to understand service quality is crucial. A previous study has shown service quality positively affected customer loyalty through customer satisfaction. The objective of this study is to investigate and provide input regarding the mobile service quality of Gojek and Grab using sentiment analysis approach. Utilizing hybrid approach of sentiment classification, the results showed that negative sentiments toward Grab’s mobile service quality are lower than Gojek’s in all dimensions except privacy. Based on Pareto analysis, Gojek should prioritize improving fulfilment, contact, efficiency, and responsiveness dimensions. Meanwhile, Grab should improve on fulfilment, contact, and responsiveness dimensions only. These results are expected to become relevant considerations for decision-makers in formulating their business strategy to improve service quality and customer loyalty.