ASSESING THE INFLUENCE OF SERVICE QUALITY AND DIGITAL PAYMENT ON GRAB TOWARDS CUSTOMER SATISFACTION ON GEN Z IN MANADO

Abstract

This research investigates the impact of service quality and digital payment on customer satisfaction among Generation Z users of the Grab application in Manado. The study employs a quantitative method involving 100 respondents, with data analyzed using multiple linear regression. Results indicate that both service quality and digital payment have significant and positive influences on customer satisfaction, both individually and simultaneously. The findings highlight the importance of improving service performance and digital payment systems to increase satisfaction levels among Gen Z users.

Keywords: Service Quality, Digital Payment, Customer Satisfaction, Generation Z, Grab, OVO