SERVICE QUALITY IMPROVEMENT STRATEGY FOR PT X FINTECH LENDING USING SENTIMENT ANALYSIS OF ONLINE REVIEW

• Main Author: Angela Cetta Dewani, Christabel
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/72118
• Institution: Institut Teknologi Bandung

Fintech lending or online lending is one of the financial services that support the government's target of inclusion and digital transformation of financial services. Founded in 2017, PT X is a fintech lending service provider currently experiencing a decrease in the conversion rate of Google Play Store visitors to disbursed user. PT X requires a three-factor theory-based analysis of customer satisfaction attributes to determine service quality improvement priorities. This study uses Google Play Store online reviews, a publicly available data source, to understand customer satisfaction. Online reviews can save costs and time compared to questionnaires in understanding the asymmetric relationship between the fulfillment of quality attributes and overall customer satisfaction. Customer satisfaction attributes (CSA) of fintech lending services were extracted from online reviews using latent Dirichlet allocation (LDA). Six CSAs were successfully identified from 977.128 reviews: personal data security, reliability on collection, reliability on disbursement, empathy on collection regulation, perceived usefulness, and reliability on limit increase. CSAs are classified according to asymmetric impact-performance analysis (AIPA) to determine their fulfillment impacts on overall customer satisfaction. Proposed improvement priorities to PT X are based on Kano hierarchy and the importance-performance competitor analysis (IPCA). IPCA introduces priority based on PT X's performance relative to its competitors by considering its competitive advantage. The main priority for improving the quality of service proposed at PT X is to improve reliability on the loan limit increase so that it occurs on time. This attribute is classified as a “basic attribute” according to AIPA and is categorized as "urgent action" in IPCA.