Evaluation of service quality and user experience on credit card application using e-SERVQUAL model and usability testing

Abstract

One of the emerging fields of a startup business is financial technology, also known as fintech. Fintech is divided into several sectors, namely payment, aggregator, lending, crowdfunding, and other online financial transactions. The study was conducted at an Indonesia fintech aggregatorthat became the first e-commerce marketplace for financial products such as credit cards, insurance, and loans. The data showed that 53.6% of the number of application submissions came from the credit card category but there was a decrease of 22.8% in 2019. The purpose of this study is to evaluate the service quality and user experiences from credit card submissions in a mobile application to improve the platform to fit the customer’s needs. Service quality evaluation is done using the e-SERVQUAL modelwith efficiency, system availability, fulfillment, privacy, responsiveness, compensation, contact as its dimensions. The results found that 13 variables need to be improved by the company. Evaluation of user experience done by usability testing method by considering the dimensions of learnability, effectiveness, efficiency, and satisfaction. Based on the Pareto diagram, there 21 failuresthat need to be prioritized. User satisfaction obtained using the System Usability Scale (SUS) is 44.5 which is categorized in the OK category. Design of improvement is done using the House of Quality method and 10 technical requirements need to be developed. After giving a proposal using a prototype, the re-test was done, and user satisfaction increase to 70.4.