Enhance perceived ease of use

Oct 13, 2025 by miodeya.com 16 views

The Influence of E-Service Quality and Perceived Ease of Use on E-Customer Loyalty in Digital Payment Funds in Medan City

Introduction

The cashless phenomenon is growing rapidly in Indonesia, driven by the emergence of various types of electronic wallets or e-wallets. E-wallets are applications that allow users to make digital payments, store money, and shop online or offline via smartphones. One of the popular e-wallets is funds, which has gained significant traction in Medan City. This study aims to investigate the effect of e-service quality and perceived ease of use on e-customer loyalty, with e-customer satisfaction and e-trust as intervening variables in digital payment funds in Medan City.

Background

The growth of e-wallets in Indonesia has led to an increase in digital payment transactions. However, the success of e-wallets depends on various factors, including e-service quality and perceived ease of use. E-service quality refers to the level of service provided by the e-wallet, including the ease of use, responsiveness, and reliability of the application. Perceived ease of use, on the other hand, refers to the user's perception of how easy it is to use the e-wallet. Both e-service quality and perceived ease of use are critical factors in determining e-customer loyalty.

Methodology

This study used a non-probability sampling technique to collect data from 150 respondents who used e-wallet funds to conduct transactions in two shopping centers in Medan City. The data analysis method used was Structural Equation Modeling-Partial Least Squares (SEM-PLS). The study aimed to investigate the effect of e-service quality and perceived ease of use on e-customer loyalty, with e-customer satisfaction and e-trust as intervening variables.

Results

The results of this study showed that e-customer satisfaction has a positive and significant influence on e-trust. Additionally, e-service quality has a positive and significant effect on e-customer loyalty. E-service quality contributes positively and significantly to e-customer satisfaction, while e-trust plays an important role in influencing e-customer loyalty. Perceived ease of use also shows a positive and significant influence on e-customer loyalty and e-customer satisfaction.

Discussion

The results of this study suggest that e-service quality and perceived ease of use are critical factors in determining e-customer loyalty. By improving e-service quality and ensuring ease of use, e-wallet providers can increase e-customer satisfaction and trust, which will ultimately contribute to higher loyalty. This is particularly important in the context of increasingly fierce competition in the digital era.

Conclusion

This study provides valuable insights into the factors that influence e-customer loyalty in digital payment funds in Medan City. The results suggest that e-service quality and perceived ease of use are key factors in creating e-customer loyalty. By optimizing these factors, e-wallet providers can remain competitive and maintain a customer base. Therefore, the management of these aspects must be a priority in the marketing and product development strategy in the future.

Recommendations

Based on the findings of this study, the following recommendations are made:

Improve e-service quality: E-wallet providers should focus on improving e-service quality, including the ease of use, responsiveness, and reliability of the application.
Enhance perceived ease of use: E-wallet providers should ensure that the application is easy to use and navigate, with clear instructions and minimal complexity.
Increase e-customer satisfaction: E-wallet providers should focus on increasing e-customer satisfaction by providing excellent service, responding to customer queries, and resolving issues promptly.
Build e-trust: E-wallet providers should focus on building e-trust by providing secure and reliable services, protecting customer data, and maintaining transparency.

Limitations

This study has several limitations, including:

Sample size: The sample size of 150 respondents may not be representative of the larger population.
Sampling technique: The non-probability sampling technique used may not be representative of the larger population.
Data analysis method: The SEM-PLS method used may not be suitable for all types of data.

Future Research Directions

This study provides a foundation for future research in the area of e-customer loyalty in digital payment funds. Future studies should aim to:

Investigate the effect of other factors: Future studies should investigate the effect of other factors, such as e-wallet features, customer support, and marketing strategies, on e-customer loyalty.
Use a larger sample size: Future studies should use a larger sample size to increase the representativeness of the findings.
Use a different data analysis method: Future studies should use a different data analysis method, such as regression analysis or decision tree analysis, to increase the validity of the findings.
Frequently Asked Questions (FAQs) about E-Service Quality and Perceived Ease of Use on E-Customer Loyalty

Q: What is e-service quality?

A: E-service quality refers to the level of service provided by an e-wallet, including the ease of use, responsiveness, and reliability of the application.

Q: Why is e-service quality important?

A: E-service quality is important because it directly affects e-customer satisfaction and loyalty. When e-wallet providers offer high-quality services, customers are more likely to be satisfied and loyal.

Q: What is perceived ease of use?

A: Perceived ease of use refers to the user's perception of how easy it is to use an e-wallet. It is a critical factor in determining e-customer loyalty.

Q: How can e-wallet providers improve e-service quality?

A: E-wallet providers can improve e-service quality by:

Providing clear and concise instructions: E-wallet providers should provide clear and concise instructions on how to use the application.
Offering responsive customer support: E-wallet providers should offer responsive customer support to resolve customer queries and issues promptly.
Ensuring reliability and security: E-wallet providers should ensure that the application is reliable and secure, with robust security measures in place to protect customer data.
Conducting regular maintenance: E-wallet providers should conduct regular maintenance to ensure that the application is up-to-date and functioning properly.

Q: How can e-wallet providers enhance perceived ease of use?

A: E-wallet providers can enhance perceived ease of use by:

Simplifying the application interface: E-wallet providers should simplify the application interface to make it easier for customers to navigate.
Providing clear and concise language: E-wallet providers should use clear and concise language in the application to avoid confusion.
Offering tutorials and guides: E-wallet providers should offer tutorials and guides to help customers learn how to use the application.
Conducting user testing: E-wallet providers should conduct user testing to identify areas for improvement and make necessary changes.

Q: What is e-customer satisfaction?

A: E-customer satisfaction refers to the level of satisfaction that customers experience when using an e-wallet.

Q: Why is e-customer satisfaction important?

A: E-customer satisfaction is important because it directly affects e-customer loyalty. When customers are satisfied with an e-wallet, they are more likely to be loyal and recommend the service to others.

Q: What is e-trust?

A: E-trust refers to the level of trust that customers have in an e-wallet.

Q: Why is e-trust important?

A: E-trust is important because it directly affects e-customer loyalty. When customers trust an e-wallet, they are more likely to be loyal and recommend the service to others.

Q: How can e-wallet providers build e-trust?

A: E-wallet providers can build e-trust by:

Providing secure and reliable services: E-wallet providers should provide secure and reliable services to build trust with customers.
Protecting customer data: E-wallet providers should protect customer data to build trust with customers.
Being transparent: E-wallet providers should be transparent in their business practices to build trust with customers.
Providing clear and concise information: E-wallet providers should provide clear and concise information to customers to build trust.

Q: What is the relationship between e-service quality, perceived ease of use, and e-customer loyalty?

A: E-service quality and perceived ease of use are critical factors in determining e-customer loyalty. When e-wallet providers offer high-quality services and make it easy for customers to use the application, customers are more likely to be satisfied and loyal.

Q: How can e-wallet providers measure e-service quality and perceived ease of use?

A: E-wallet providers can measure e-service quality and perceived ease of use by:

Conducting customer surveys: E-wallet providers should conduct customer surveys to gather feedback on e-service quality and perceived ease of use.
Analyzing customer complaints: E-wallet providers should analyze customer complaints to identify areas for improvement.
Conducting user testing: E-wallet providers should conduct user testing to identify areas for improvement.
Using metrics and analytics: E-wallet providers should use metrics and analytics to measure e-service quality and perceived ease of use.