Therefore, it is necessary to investigate the riders' opinions about the services in order to increase the service quality provided. The Service Quality (SERVQUAL) model was used as a basis for investigating the service quality offered by e-hailing service providers. The survey results provide a strong reference for practitioners to improve their service quality and allow to identify which dimensions were of most concern to riders in both countries.
RESEARCH OVERVIEW
- Problem Statement
- Research Question
- Research Objective
- Specific Objective
- Scope of Study
- Significance of Study
- Chapter Layout
The objective of this study is to analyze online sentiment regarding customer satisfaction in e-hailing service in both Malaysia and Indonesia by classifying tweets using the Transportation Service Quality Model adapted from the SERVQUAL model. Thus, it is necessary to study the feelings of users towards the e-hailing service in their country. By conducting this study, all service providers can understand user opinions about e-hailing service in both Malaysia and Indonesia.
LITERATURE REVIEW
E-hailing Malaysia
However, several startups can be seen to have entered the e-hailing market in a desire to fight for the opportunity in the markets. There are a total of forty one alternatives that can be found in Malaysia and among the popular e-mail alternatives are Grab, MyCar, EzCab and Ryde (Lim, 2019). Ryde is also an alternative developed by Vertec Technology Solution Sdn Bhd which can be found in Malaysia.
Grab Malaysia
Malaysia will create job opportunities for motorcyclist as well as Small Medium Enterprises (SMEs), said Youth and Sports Minister Syed Saddiq Syed Abdul Rahman (Jamil, 2019). Fares for Grab are charged at a flat rate and there are no surcharges at midnight, but all fare charges must be borne by passengers. In short, Grab wants everyone in Southeast Asia to be able to travel safely, comfortably, easily to the places they want and bring people to a better lifestyle.
E-hailing Indonesia
Go-Jek Indonesia
Grab faced a challenge as Go-Jek plans to expand their business into other markets in Southeast Asia, such as Singapore, the Philippines, Thailand and Vietnam, according to Subhan in The Asean Post (2018). According to Go-Jek (2019), Go-Jek's mission is to improve the revenue of the local ojek, the motorcycle taxi. Ojek was an unofficial means of public transport with motorcycles rented by the passengers in Indonesia (Damaini et al., 2018).
- Twitter Usage in Indonesia
- Twitter Usage in Malaysia
Therefore, tweeting allows companies and marketers to understand the behaviors of their customers and the changes that occur in the market environment by monitoring the sentiment on the Internet related to the tweets posted. Twitter has been adopted by Indonesians in the early stages and they can be considered as the most prolific users of Twitter (Carley et al., 2015). The Twitter Nation reported by Sidner (2010) also states that the percentage of Twitter users on the Internet had surpassed any other nation in the world.
Online Sentiment
- Sentiment Analysis
- Availability
- Accessibility
- Information
- Comfort
- Safety
- Price
Therefore, in this study, tweets were collected to analyze the sentiments of the users during or after using the services. Another research model developed by Septiani et al. 2017) aimed to determine the factors that influence the behavioral intention of the users on one of the online transportation services in Indonesia, which is Go-Jek. According to Arshad et al. 2007), one of the e-CRM attributes for reliability is the probability of the service providers to provide a customized service to different customers.
“Accessibility” refers to the ease of use of the service anytime, anywhere and under any circumstances, as stated by Alamsyah & Rachmadiansyah (2018). Davis (1989) defines 'accessibility' as how users thought technology would improve service performance. Comfort' is defined by Alamsyah and Rachmadiansyah (2018) as how well the company ensures that users are comfortable using the services, such as vehicle cleanliness, driving style and weather protection.
According to Poliakova (2010), the sub-criteria mentioned in the study include protection of the users against all kinds of weather, the driving style of the driver and the cleanliness of the vehicle used. The measurement points included are whether the service providers are sincere in solving the problems faced by the users and ensuring the security of the service used. Therefore, by increasing the security of the service provided, it ultimately shows a positive sentiment among the users.
Availability Ease of use of the Service anytime, anywhere and under all conditions.
Previous Studies on Online Sentiment
METHODOLOGY
Data Collection
All the measurement dimensions were developed through a broad literature review and the dimensions are listed in Appendix 3.3. All the tweets, regardless of positive or negative, were categorized according to the model mentioned above, and the tweets were manually categorized according to the closest meaning or keywords that the tweets intended to express. Some of the tweets with Bahasa Indonesian were further Google translated into English to understand the intended meaning that the authors want to convey.
Some tweets are text-based, but there are plenty of tweets with pictures or images. This allows the interested parties to further understand the actual idea or situations surrounding the incidents. Besides that, some tweets consist of emoticons, which is also a way to allow the writer to convey their expression to their service experience.
This is because some sensitive tweets may be deleted by the writer or the person responsible for the respective official e-hailing Twitter accounts. Tweets are checked three times a week for holidays or enforcement of new regulations. In addition, the trends of online sentiment during the period, such as public holidays, long weekend holidays and the implementation of new regulations (see Figure 3.1), will be further analysed.
This is because the use of email services during these periods may vary and thus potentially affect the general trends.
Data Classification
Source: Maheshwari (2019). After all captured tweets were classified as positive or negative sentiment, tweets were then categorized into the six dimensions respectively from TSQM, which are: 1) Availability, 2) Availability, 3) Information, 4) Comfort, 5) Safety and 6) Price. The tweets were categorized based on similar meaning or if the content of the tweets is related to the features of the dimensions. If you want people to still be loyal to @gojekindonesia, you better fix the app as soon as possible because people can't commute to places every time the app encounters problems.
Accessibility Ease of use of the service at any time, any place and in any condition Alamsyah and Rachmadiansyah (2018). Credibility Put the user's best interest first. 1985) Security users are free from danger, risk or any doubt.
Data Analysis Tool
DATA ANALYSIS
General Online Sentiments on E-hailing Services
Online Sentiments for 6 Dimensions
Online Sentiments for Countries 43
- Indonesia
Malaysia vs Indonesia
Tweet with 2 or More Dimensions
- Availability vs Accessibility
- Availability vs Information
- Availability vs Comfort
- Availability vs Safety
- Availability vs Price
- Accessibility vs Information
- Accessibility vs Comfort
- Accessibility vs Safety
- Accessibility vs Price
- Information vs Comfort
- Information vs Safety
- Information vs Price
- Comfort vs Safety
- Comfort vs Price
- Safety vs Price
Of the 42 tweets, 1 (2.38%) tweet commented on availability, comfort and information while simultaneously commenting on availability, comfort and safety, and 2 (4.76%) commented on availability, comfort and price. 8 of the 120 negative tweets commented on availability, safety and information simultaneously commenting on availability, safety and comfort under 1 tweet, while the remaining only commented on both availability and safety in their tweets. 2 (50.00%) tweets commented on accessibility and information only, while commenting on both accessibility and information, with availability, and another responded with comfort.
The combination of accessibility, convenience and information was mentioned once (8.33%); while the remaining tweets only commented on both accessibility and comfort. 1 commented only on both accessibility and price, while another commented on the combination of accessibility, price and availability in the tweet. However, the combination of information and convenience, with availability was mentioned once (6.67%) out of the 15 tweets, and another (6.67%) was commented on the combination of information, convenience and accessibility.
There is only negative tweet commented on both information and price at the same time, but with the added dimension of availability. There are 2 out of 33 tweets commented on the combination of comfort, safety and accessibility; 3 commented on both comfort and safety, with an additional dimension of information. 2 out of 143 tweets with 2 or more dimensions commented, there is 1 positive and 1 negative tweet, where only comfort and price were commented; while the combination of comfort, price and availability was commented on in another tweet (50.00%).
Sentiments Before and After the Implementation of
- Negative Sentiments (January to June)…. 52
- Overall Sentiments (July to September)… 53
Cases where emailing done through the Go-Jek application is fraudulent were reported by Ellis (2019). The prices for both Grab Malaysia and Go-Jek Indonesia are calculated by an algorithm. On the other hand, for Go-Jek Indonesia, there were cases where riders reported that drivers refused to accept their order even though there were many "unoccupied" drivers shown in their email application.
This is because Grab Malaysia uses cars to complete their service while Go-Jek Indonesia mainly uses motorcycles. The trend of negative online sentiment was found in both Grab Malaysia and Go-Jek Indonesia after analyzing the data. Based on the analysis, the number of collected online sentiments also decreases after the implementation of new regulations.
In short, the overall online sentiment in e-hailing services in both Malaysia and Indonesia shows a negative trend as the service provided cannot satisfy all users. First, there weren't many studies or surveys that focused on the online sentiments of e-hailing services in Malaysia and Indonesia. This study found that online sentiment related to customer satisfaction in both Malaysia and the Indonesian e-report service shows a negative trend.
Moreover, through intensive research on online sentiments, 'convenience' and 'availability' were most concerned by both Grab Malaysia and Go-Jek Indonesia riders.
DISCUSSIONS, CONCLUSION, AND
Implications of the Study
The model proposed in this study has made the SERVQUAL model into a model that is more suitable for the e-hailing industry. It consists of an additional dimension, "price", which is different from those previous studies on service quality. This study enabled the identification of online sentiments towards e-hailing services in both countries with similar backgrounds.
In the future, service providers or other industry professionals can use the service quality model proposed in this study to serve their customers better. According to the studies conducted on online sentiments, 'price' has become relatively important in assessing customer satisfaction towards a service as consumers today have become more price sensitive. When service providers focus on the investigated dimensions to serve their customers better, customers will be more satisfied and the future sentiments will show a positive trend.
Limitations of the Study
Recommendations for Future Research
Conclusion
A study of brand image, perceived service quality, patient satisfaction and behavioral intention among the medical tourists. The relationship between service quality, corporate image, customer satisfaction and loyalty: Evidence from the Malaysian hotel industry. The consequences of individual dimensions of airline service quality: Findings from Australian domestic air passengers.
Uber, Go-Jek, Grab: what do people in Indonesia really want from ride-hailing apps?
