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Procedia Computer Science 00 (2019) 000–000
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Procedia Computer Science 161 (2019) 943–950

The Fifth Information Systems International Conference 2019

The Fifth Information Systems International Conference 2019
Modeling Customer Satisfaction with the Service Quality of E-
Modeling Customer Satisfaction with the Service Quality of E-
Money in Increasing Profit of PT. Telekomunikasi Indonesia
Money in Increasing Profit of PT. Telekomunikasi Indonesia
Dhyna Octabriyantiningtyas, Erma Suryani*, Andriyan Rizki Jatmiko
Dhyna Octabriyantiningtyas, Erma Suryani*, Andriyan Rizki Jatmiko
Institut Teknologi Sepuluh Nopember, Jl. Raya ITS, Surabaya 60111, Indonesia
Institut Teknologi Sepuluh Nopember, Jl. Raya ITS, Surabaya 60111, Indonesia

Abstract
Abstract
E-money is an embodiment of a modern banking system that uses a means of payment using cards or applications that are already
E-money
connectedistoana embodiment
bank account.ofEvery
a modern
year banking
e-moneysystem that usessignificantly,
users increase a means of payment using cards
but the increase or accompanied
is not applications that areincrease
by an already
connected to a bank
in transactions made account. Every year
using e-money. Laste-money users
year, it was increase
noted significantly,
that e-money usersbut
weretheonly
increase
35% isactive.
not accompanied
Some clinical bystudies
an increase
have
in transactions
established made usingofe-money.
an assessment Last year,
service quality, it was
there noted that
are several e-moneythat
dimensions users
arewere only according
assessed 35% active. toSome clinical
the topic of thestudies
study.have
The
established
dimensions an of assessment of service
service quality used inquality, there
this study areare several dimensions
dimensions of ease of that
use,are assessedresponsiveness,
reliability, according to theprivacy,
topic ofand
the security.
study. The It
dimensions
is important of to service
developquality usedanalysis
a systems in this study
approachare dimensions of ease
that can be used forof
theuse, reliability, and
development responsiveness,
evaluation ofprivacy, and security.
service quality, both atIt
is
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tactical and strategica level.
systems analysis
This approach
study aims that can
to present be used foranalysis
a taxonomic the development and evaluation
of the dynamic of service
system approach forquality,
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By using of athe dynamicsystem,
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new policies in orderthat
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are suitable for increasing customer satisfaction and loyalty.
© 2019 The Authors. Published by Elsevier B.V.
© 2019
© 2019 The
The Authors.
Authors. Published by by Elsevier B.V.
This is an open accessPublished
article under Elsevier B.V.
the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
This is an open
Peer-review access article under CC BY-NC-ND licenseThe
(http://creativecommons.org/licenses/by-nc-nd/4.0/)
Peer-review under responsibility of the scientific committee ofofThe
under responsibility of the scientific committee Fifth
Fifth Information
Information Systems
Systems International
International Conference
Conference 2019
2019.
Peer-review under responsibility of the scientific committee of The Fifth Information Systems International Conference 2019
Keywords: Customer Satisfaction, E-Money; Service Quality; System Dynamics
Keywords: Customer Satisfaction, E-Money; Service Quality; System Dynamics

* Corresponding author. Tel.: +62-812-3135-2063.

* E-mail erma.suryani@gmail.com
address:author.
Corresponding Tel.: +62-812-3135-2063.
E-mail address: erma.suryani@gmail.com
1877-0509 © 2019 The Authors. Published by Elsevier B.V.
This is an open
1877-0509 access
© 2019 Thearticle under
Authors. the CC BY-NC-ND
Published license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
by Elsevier B.V.
Peer-review
This under
is an open responsibility
access of the scientific
article under CC BY-NC-NDcommittee of The
license Fifth Information Systems International Conference 2019
(http://creativecommons.org/licenses/by-nc-nd/4.0/)
Peer-review under responsibility of the scientific committee of The Fifth Information Systems International Conference 2019

1877-0509 © 2019 The Authors. Published by Elsevier B.V.

This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Peer-review under responsibility of the scientific committee of The Fifth Information Systems International Conference 2019.
10.1016/j.procs.2019.11.203
944 Dhyna Octabriyantiningtyas et al. / Procedia Computer Science 161 (2019) 943–950
2 Author name / Procedia Computer Science 00 (2019) 000–000

1. Introduction

The development of information technology in the present continues to progress, so that makes modern society so
dependent and feels increasingly difficult to separate from technology [1]. Technology an important role in improving
the service quality provided by business units [1]. One of the technologies that really brought the information
revolution in society was internet technology. Was considered the third revolution after the agricultural and industrial
revolution.
Technology developments have a big impact because with the presence of new technologies that continue it can
make transactions easier. New innovations have sprung up in the banking such as the existence of electronic payment
instruments. Mentioned in Bank Indonesia Regulation Number 11/12 / PBI / 2009 that e-money is a payment
instrument issued on the basis of the value of money deposited in advance. According to the Bank for International
Settlements [2], the value of money deposited is stored electronically in an electronic device, which can then be used
as a means of payment.
According to Janita [2], many companies listed at Bank Indonesia helped develop e-money products. The aim is to
support the Bank Indonesia program in creating communities that cashless society in Indonesia. One of the companies
that issued e-money products was PT. Telkomsel. Telkomsel issued e-money products, which are electronic payment
services launched in 2007 and updated with the adoption of Near Field Communication (NFC) technology in 2015.
At the end of 2016, e-money was claimed to have penetrated more than a million Telkomsel customers and at the end
of 2017, the Vice President of MFS Operations Telkomsel said that it targets to reap 10 million users[2].
E-money users increase significantly every time, but the increases are not accompanied by an increase in
transactions using E-money. A year ago, it was noted that active E-money users were only 35%. The majority of E-
money users experience the intensity of using E-money as an electronic payment service. Users who initially use 2
times a month can go once a month or haven't transactions at all. Besides top up, which is usually done once a month,
it can go once every two months or haven't top up at all since it was first registered. With these things, it can be
illustrated that there is a decrease in customer loyalty towards E-money products from Telkomsel. For this reason, it
is necessary to explore customer satisfaction with the E-money application, so that it can improve product quality
according to customer desires. And it needs to be simulated to increase customer satisfaction that affects Telkomsel's
profits.
There are 5 dimensions for online service quality including reliability, responsiveness, competence, access, and
security, where five dimensions are used to evaluate service quality and customer satisfaction [3]. F. Hamed, et. al
examined the relationship between the quality of online services and customer satisfaction [4]. According to Saha et.
al, there are 5 dimensions that can explore the relationship between service quality and customer satisfaction, namely
efficiency, reliability, responsiveness, fulfillment, and privacy [5]. According to qualitative analysis data, the privacy
dimension is the most noticed dimension because it is seen from the perspective of service security and this dimension
has a significant impact on service quality and customer satisfaction. Reliability and responsiveness are the next
important dimensions and have a significant impact on trust. S. Khan, et. al [6] stated that the main factors in service
quality are reliability, accessibility, user-friendliness, privacy/security, efficiency, responsiveness, and fulfillment.
Behjati, et. al [7] create a conceptual framework that will facilitate the development of quality electronic services and
measure validity and reliability for customer loyalty and satisfaction. Based on the findings, there are 9 independent
dimensions that affect customer loyalty and satisfaction, namely trust, reliability, ease of use, security, personalization,
responsiveness, accessibility/comfort, aesthetics, and utilitarianism. But this research only uses the quality of
electronic services in general.
The purpose of this study is to build a general model of simulation systems to maintain and improve E-money
customer satisfaction through service quality. So that it can be used by companies to make policies in maintaining and
increasing customer satisfaction through the service quality from E-money.
This research is organized as follows: Section 2 shows a literature review; Section 3 shows the model development,
and the last part shows conclusions.

2. Literature study

This section shows the literature study obtained by the author to support research on the topic of the issues raised.
 Dhyna Octabriyantiningtyas et al. / Procedia Computer Science 161 (2019) 943–950 945
Author name / Procedia Computer Science 00 (2019) 000–000 3

2.1. E-money telkomsel

E-money is defined as a means of payment in electronic form where the value of money is stored in certain
electronic media. PT. Cellular Telecommunications (Telkomsel) issues e-money products named T-Cash. In order to
provide better and more complete electronic financial services for the people of Indonesia, starting on February 22,
2019, Telkomsel's electronic financial services, T-Cash will change to LinkAja. LinkAja is an electronic financial
service that is a synergy of electronic financial services from various State-Owned Enterprises (BUMN). T-Cash
together with various other state-owned electronic financial services changed to LinkAja. LinkAja presents electronic
financial services that provide convenience and convenience in transactions to meet the needs of the community with
various payment features such as bill payments (including electricity, water, insurance, internet etc.), transactions at
merchants both locally and nationally, payment of transportation modes, online purchases to other financial services
such as balance transfers between customers.

2.2. Customer satisfaction

Customer satisfaction or dissatisfaction is the customer's response to a perceived mismatch between previous
expectations and actual service performance after using it [8]. If the customer feels satisfied, it will give a big impetus
to make a repeat purchase and vice versa. Kotler, et. al [9] said affective statements about emotional reactions to the
experience of products or services that are influenced by customer affection for those products. Ahmad [10] explicitly
distinguishes between Service Quality and Customer Satisfaction, Service Quality is part of the cognitive process,
while consumer satisfaction is part of the effective process. Furthermore, Ahmad [10] states that between Service
Quality and satisfaction have a close relationship. Customer satisfaction must be put into one of the most important
factors and become a small estuary in all marketing activities in each market-oriented company [11].

2.3. Service quality

Perception of quality can be defined as consumer perceptions of the overall quality or superiority of a product or
service relative to alternatives that are relevant and in accordance with the objectives to be achieved [12]. So, perceived
quality cannot be objective. Therefore, perceived quality is a global assessment based on consumer perceptions of
what their think can shape a product's quality and how well the brand is in that dimension [13]. Perceived quality can
be defined as one's opinion about the overall superiority of a product or service [14]. Quality perceptions are (1)
different from actual quality, (2) having a higher level of abstractness than specific attributes of products or services,
(3) a global assessment which in some cases resembles attitudes, and (4) judgments derived from consumers based on
what is in their memories.

2.4. System dynamics

System Dynamics are defined as fields to understand how things change every time. System Dynamics are methods
that can describe processes, behavior, and complexity in the system. Methodology dynamic system has been developed
since it was first introduced by Jay W. Forester in the 1950s as a complex problem-solving method, because of the
causal dependence of various variables in the system. The dynamics model is a method of an experimental approach
that underlies the reality that exists in a system to observe the behavior of the system [15]. The purpose of the
methodology System Dynamics based on the philosophy of cause and effect is to gain a deep understanding of how a
system works.
The dynamic model is an experimental approach method to underlines the realities that exist in a system to observe
the behavior of the system [15]. The purpose of a dynamic system methodology based on a cause and effect philosophy
is to get a deep understanding of how a system works. The stages in the dynamic system approach are:
1. Problem identification
2. System conceptualization
3. Formulation
4. Simulation
946 Dhyna Octabriyantiningtyas et al. / Procedia Computer Science 161 (2019) 943–950
4 Author name / Procedia Computer Science 00 (2019) 000–000

5. Policy formulation and evaluation

6. Implementation

Fig. 1. System dynamics diagrams.

In modeling using a dynamic system, there are two steps to making it, the first, by creating a causal loop diagram
(CLD), the second step is generating CLD into the stock flow diagram.

 Causal Loop Diagrams (CLD)

Data that has been collected is then identified into variables. Then, data is arranged in accordance with the
interaction pattern in the causal loop diagram. The cause and effect diagram of a loop is a dynamic system model that
presents a feedback diagram (cause and effect). This diagram shows the direction of changes in variables and polarity.
The polarity flow as stated above is divided into positive and negative [16].

 Stock and Flow Diagrams (Basic Models)

Causal loop diagrams that have been formed into more detailed parts, that is flow diagrams (stock and flow
diagrams or basic models). Flow charts represent the relationship between variables that have been made in a causal
diagram more clearly, using various symbols for various variables involved [16]. In stock and flow diagrams is look
at the influence of time on the relationships between variables. So, each variable is able to show accumulated results
for variable levels, and variables that indicate the level of system activity each time which is a level.

3. Model construction

3.1. Problem articulation

Non-cash transactions can also increase business productivity because it allows businesses to track all transactions
more quickly. The growing of companies issuing e-money products, it makes PT. Telkomsel is rivaled. As currently,
the rival Telkomsel is Ovo and Go-pay. Therefore, it is necessary to extract information on service quality from e-
money Telkomsel from the public, especially Telkomsel customers.
To find out what is the factors are very influential on the service quality, the authors conducted a literature study
and the distribution of questionnaires to Telkomsel customers. A total of 30 people were the sample those using e-
money Telkomsel. In the questionnaire includes dimensions of responsiveness, privacy, security, reliability, and ease
of use. In addition, the author conducted an interview with Telkomsel to find out the percentage of active users and
passive users.
From the results of the questionnaire and interview, the author can make the model customer satisfaction on service
quality. The model will then be submitted to the company in order to consider making policies to increase customer
satisfaction and loyalty.
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3.2. Dynamic hypothesis

Causal loop diagrams are arranged based on component variables that have been identified. The causal loop
diagram is a disclosure of the occurrence of a causal relationship into an image, where the image displays interrelated
arrows forming a causal diagram. The Causal Loop Diagram (CLD) is a very flexible tool that is useful in describing
the diagramming the feedback structure of the system [15]. Negative and positive signs in the causal loop diagram
illustrate the type of consequences for the cause. If the relationship is in the direction of the arrow is positive (+), but
vice versa, if the relationship is in the opposite direction, then the arrow is negative (-). From the results of the study
of literature, questionnaires, and interviews, a number of sub-models that can support the main model of customer
satisfaction and loyalty to service quality.

Fig. 2. Sub model of service quality.

3.3. Sub model of service quality

Service quality is defined as customer assessment of the superiority or privilege of a product or service as a whole.
Yang, et. al [3] identifies that there are 5 dimensions to the quality of online services including reliability,
responsiveness, ease of use, access, and security, where the five dimensions are used to evaluate service quality and
suitability of
accuracy of service
proper use of data information site of safe protection of data
confidientility of
data Reliability

Security
Privacy

easy of use
Responsiveness Ease of Use
Service Quality
functionality

application speed
bandwidth size
customer satisfaction. Khan, et. al [6] states that the main factors in service quality are reliability, accessibility, user-
friendliness, privacy/security, efficiency, responsiveness, and fulfillment.
On Fig. 2 shows a causal loop diagram of the service quality e-money. This study identifies several dimensions
that affect service quality. These dimensions are responsiveness, privacy, reliability, security, and ease of use.

3.4. Sub model customer satisfaction

According to Kotler [9] states, satisfaction is a happy feeling of someone or disappointment over the comparison
of perceptions of product performance (results). Meanwhile, according to Stiakakis [17] said that customer satisfaction
is a function of customer trust where he is treated fairly. Customer satisfaction produces repeat purchases, loyalty,
positive words, and high profitability. The main indicators of customer satisfaction are trust, commitment,
communication, service quality, service satisfaction, and service handling.
At Fig. 3 shows a causal loop diagram of customer satisfaction e-money. In the causal loop diagram model, it can
be seen that customer satisfaction affects the frequency of transaction and new customer. Customer satisfaction can
increase because it is influenced by service quality and handling complaint.
948 Dhyna Octabriyantiningtyas et al. / Procedia Computer Science 161 (2019) 943–950
6 Author name / Procedia Computer Science 00 (2019) 000–000

Profit Margin
+
+ Profit
Loyality
+ +
+ Cost
+ + +
Recurring
Transaction R Revenue
+ Fixed Cost Variable Cost

Number of
+ Transaction

Fig. 3. Sub model of customer satisfaction.

3.5. Sub model loyality

Research by Zeithaml et. al [18] found a positive and significant relationship between perceptions of service
quality and the desire to recommend to others. Satisfied customers will bring strong loyalty with a focus on the
company [18]. Customer satisfaction has an effect on customer loyalty, which will then affect profitability [18].
Loyalty can increase profits through increasing revenue, reducing costs for acquiring customers, lower customer price
sensitivity, and lowering costs to serve customers who are familiar with the company's service system.
+ Service Quality

Responsiveness
+
B +
Customer + Frequancy of
Satisfaction Transaction
Level of Customer
Service +
+
-
+
Number of Handling New Customer
Complaint

+
Number of
Handling Customer +
Complaint +

Quality of Service
Service Ability Experience

Fig. 4. Sub model loyalty.

At Fig. 4 is shown causal loop diagram of loyalty e-money customers. In the causal loop diagram model, it can be
seen that loyalty affects recurring transactions and profits. Customer satisfaction can increase because it is influenced
by service quality and handling complaint.

3.6. Main model

The cause and effect diagram is made by linking the relationship of a variable with other variables. Thus it can be
understood, the relevance and the extent of its influence. All variables that influence the problem are involved in the
model. From the conceptualization of the model through causal loop diagram on Fig. 5, it can be seen that the main
purpose of modeling is to determine the behavior of LinkAja service quality that will affect customer satisfaction and
customer loyalty.
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Author name / Procedia Computer Science 00 (2019) 000–000 7

Proper Use of
Data Accuracy of Suitability of
Confidentiality of Information Service
Data
+
+ Site of Safe
+ privacy +
reliability
Protection of Data
+
+ + security +
responsiveness
+ +Service Quality+ easy to use
++ ease of use+ +
+ functionality/
interface

B
+ R + profit margin
Level of Customer profit application speed
Customer
Service -
Satisfaction + cost + +
+ + +
Number of Handling - +
variable cost
Complaint

+ fixed cost
+ Loyality
+
Handling Revenue bandwidth size
Frequency of
Complaint R2 +
Transaction +
+
+
Recurring
New Customer Transaction
R1
Number of
+
+ Transaction
information
+ technology
Number of
Customer
+
+

Service Ability Quality of Service

Experience

Fig. 5. Main model.

3.7. Validation structure

The test used for system dynamics model structural validation is boundary adequacy, whether the concepts and
important structures for overcoming policy problems are endogenous towards the model [19]. The model that has been
made must be validated based on literature. Structure validation can be seen in Table 1.

Table 1. Model boundary of customer satisfaction to service quality.

Purpose Endogen Reference Exogen Reference

To increase -Privacy [5, 7, 19] - -
service quality -Reliability
-Security
-Ease of Use
-Responsiveness
To increase of -Handling [9, 10] -Frequency of [10, 20]
customer Complaint. Transaction.
satisfaction -Number of -Number of
Handling Customers.
Complaint.

To increase of -Profit. [22, 23] -Requiring [20, 21, 24]

loyalty -Cost. Transaction.

-Revenue. -Number of
Transaction.

4. Conclusion

In this study, there are several findings about the dimensions of service quality that can increase customer
satisfaction. These dimensions are the result of interviews with stakeholders and literature studies. That session is
950 Dhyna Octabriyantiningtyas et al. / Procedia Computer Science 161 (2019) 943–950
8 Author name / Procedia Computer Science 00 (2019) 000–000

done to expand the boundary and endogenously model the variable. After that, the structural validity is carried out on
each variable at model. The structural validity process is carried out by including references from each variable. The
next step is illustrated in the system dynamics model to find out the causal and effect relationship of service quality
variables to increase customer satisfaction. The results show that the model created is valid so that it can be used as a
reference in policy making by the company. There are several factors that can increase the satisfaction of LinkAja
customers. In this study, only using service quality to measure customer satisfaction. For further research, it is
expected that the measurement of customer satisfaction can consider other factors such as costs, transactions and
comparison of service quality to other competitors.

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