The Effect Of Service Quality and Employee Service Performance On Customer Satisfaction (In The Issuance Of ID Cards At The Cirebon City Department Of Population and Civil Registration)

Abstract

Purpose: This study aims to analyze the effect of Service Quality and Employee Service Performance on Customer Satisfaction in the issuance of ID cards at the Cirebon City Department of Population and Civil Registration. The study also seeks to identify the dominant variable influencing public satisfaction in civil registration services.

Design/methodology/approach: This research employed a quantitative approach with a causal-associative design. Data were collected through questionnaires distributed to 171 respondents who had previously applied for ID cards at the Cirebon City Disdukcapil. The sampling technique used purposive sampling. Data analysis was conducted using Structural Equation Modeling–Partial Least Squares (SEM-PLS) through outer model and inner model evaluation.

Findings: The findings indicate that Service Quality has a positive and significant effect on Customer Satisfaction with a path coefficient of 0.290 and a p-value of 0.008. Employee Service Performance also has a positive and significant effect on Customer Satisfaction with a path coefficient of 0.678 and a p-value of 0.000. Furthermore, Employee Service Performance was found to have a more dominant influence on Customer Satisfaction compared to Service Quality. The structural model demonstrates substantial explanatory power with an R-square value of 0.903.

Research limitations/implications: This study was limited to respondents who had experienced ID card issuance services at the Cirebon City Department of Population and Civil Registration. Therefore, the findings may not be fully generalizable to other public service institutions or regions with different service characteristics. Future studies are encouraged to include additional variables such as public trust, digital service quality, institutional image, and perceived fairness to provide a broader understanding of customer satisfaction in public services.

Practical implications: The results of this study provide important implications for improving the quality of public services, particularly in civil registration administration. Improving employee professionalism, responsiveness, and communication skills, alongside strengthening service systems and procedures, can increase public satisfaction and trust in government institutions. Effective and citizen-oriented public services may also contribute to social welfare and administrative efficiency that support sustainable regional development.

Originality/value: This study integrates Service Quality and Employee Service Performance simultaneously in explaining Customer Satisfaction within the context of public administration services, particularly ID card issuance services, using the SEM-PLS approach. The study also highlights that human interaction factors have a more dominant role than technical service systems in shaping public satisfaction.