Enhancing Digital Service Quality in Real Estate Platforms with AI-Augmented E-SERVQUAL and Topic Modeling
DOI:
https://doi.org/10.33021/jie.v10i02.155Keywords:
e-servqual, property technology, real-estate marketplace, importance-performance analysis, core feature functionalityAbstract
Digitalization has accelerated the growth of the property technology (proptech) industry, particularly in real estate marketplaces. As competition intensifies, platforms must enhance their digital service quality to meet the evolving needs of both users and agents. This study aims to develop an improvement model by focusing on the service dimension with the highest gap between importance and performance. A mixedmethods approach was employed using user reviews collected from Google Play, comprising a total of 400 reviews from the four most widely used real estate applications in Indonesia. The analysis considered importance (aspects most frequently discussed) and performance (aspects with the highest ratings). Thematic analysis of user and agent feedback was first conducted to construct the initial E-SERVQUAL model. This qualitative insight was then validated using Latent Dirichlet Allocation (LDA) and refined through Importance– Performance Analysis (IPA) to identify key service gaps. Results show that the System Availability dimension, particularly subdimension X19 (core feature functionality), exhibits the largest gap score of 3.464, placing it in the top-priority quadrant. LDA results reinforce this finding through Topic 6, which highlights complaints about app quality, especially regarding property advertisements and listing accuracy. To address this, the study proposes an AI-augmented core feature functionality model that integrates ad optimization, intelligent listing validation, and automated error detection to enhance operational efficiency, system accuracy, and overall user experience. The findings are particularly relevant for PT ABC, a new real estate platform currently facing declining performance. By benchmarking user feedback from top Indonesian property marketplaces, this study provides strategic insights for improving service quality, competitiveness, and digital transformation within the proptech ecosystem.
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