Download PDF

Abstract

This research explores the service quality of KBZ Pay and its effects on
customer satisfaction, aiming to provide actionable insights that could improve the overall customer experience. The study employed a combination of primary and secondary data sources. Primary data were gathered through a systematic sampling approach, involving a sample of 200 KBZ Pay users, alongside interviews with authorized representatives from the organization. A structured questionnaire based on a Five-Point Likert scale was used to collect this information. Secondary data were
obtained from academic journals, relevant textbooks, online materials, and records from KBZ Pay. The data analysis included descriptive statistics, correlation analysis, and multiple regression techniques. The Cronbach’s Alpha values for the service quality dimensions—tangibles, reliability, responsiveness, empathy, assurance, and customer satisfaction—were all above 0.7, indicating satisfactory reliability. The findings revealed that while respondents acknowledged the assurance services offered by KBZ Pay, they expressed neutrality regarding the quality of tangibles, reliability, responsiveness, and empathy. The correlation analysis illustrated a strong positive relationship between all dimensions of service quality and customer satisfaction. Furthermore, multiple regression results indicated that tangibles, reliability, responsiveness, and assurance significantly and positively influence customer satisfaction at KBZ Pay. This study enhances the understanding of how different aspects of service quality impact customer satisfaction in the realm of digital financial services, offering
valuable insights for improving service delivery.

Author: HSU MYAT PHYU SIN