EVALUATIVE STUDY AND MODEL DEVELOPMENT OF CUSTOMER-CENTRIC SERVICE DESIGN AT PT POS INDONESIA (PERSERO): A PREFERENCE, SATISFACTION, AND DIGITAL TRANSFORMATION-BASED APPROACH

Abstract

PT Pos Indonesia (Persero), known as POS IND, is a state-owned enterprise operating in courier services, logistics, financial services, and property. In response to the digital era and increasing competition in logistics services, POS IND has undertaken digital transformation through various digitalization system initiatives. However, customer satisfaction remains relatively low compared to competitors. The combination of low satisfaction and suboptimal digital implementation requires POS IND to enhance competitiveness through a more adaptive and customer-oriented service approach. This study aims to analyze the influence of customer preferences, customer satisfaction, and digital transformation on customer-centric service design at POS IND. A quantitative approach was employed using a survey method involving 165 active customers of POS IND in Jakarta and Bandung. The data collection instrument was a closed questionnaire with a 5-point Likert scale. Data analysis was conducted using Structural Equation Modeling (SEM) techniques based on Partial Least Squares (SmartPLS 4.0). The results show that the three independent variables—customer preferences, customer satisfaction, and digital transformation—have a positive and significant influence on customer-centric service design. Customer preferences are the most dominant factor influencing service design, followed by satisfaction and digital transformation. These findings indicate the importance of a service approach that is adaptive to customer needs and experiences, as well as the integration of digital technology in supporting responsive and competitive services. This study recommends the need for regular customer preference mapping, improving service quality based on customer feedback, and optimizing digital channels as part of the service development strategy at POS IND.