The Influence of PLN Mobile Aplication Usage on Customer Service Quality Improvement at PT PLN (Persero) ULP Baubau City

Abstract

The rapid advancement of digital transformation in the public sector requires service providers to continuously enhance the accessibility, efficiency, and responsiveness of their services. As part of this transformation, PT PLN (Persero) introduced the PLN Mobile application to provide integrated digital services for its customers; however, empirical evidence regarding its effect on customer service quality, particularly in smaller and non-metropolitan service units, remains limited. This study aims to analyze the effect of PLN Mobile application usage on the improvement of customer service quality at PT PLN (Persero) ULP Baubau City. A quantitative explanatory survey design was employed, and the sample was determined using the Slovin formula, resulting in 100 respondents selected through purposive sampling. Data were analyzed using simple linear regression analysis with the assistance of IBM SPSS Statistics version 26. The results indicate that PLN Mobile application usage has a positive and significant effect on customer service quality, with a t count value of 7.373 > t table value of 1.984. Based on the R square (R²) value, PLN Mobile application usage explains 68.9% of the variance in customer service quality. These findings confirm that digital service adoption serves as an important antecedent of service quality improvement and extend the application of the SERVQUAL model to the context of a non-metropolitan public utility service unit. Practically, the findings provide a basis for PT PLN (Persero) to strengthen the features, system reliability, and user experience of the PLN Mobile application in order to further improve customer service quality.