Exploring Customer Experience in Improving Service Speed ​​as a Form of Digitalization Service Transformation at Pegadaian UPC Sarapung

Abstract

      This study aims to explore customer experiences regarding the digital service transformation at Pegadaian Unit Pelayanan Cabang (UPC) Sarapung. The research focuses on customer perceptions of service speed, convenience, challenges encountered, and views on the transition from manual to digital services. A qualitative approach with a case study method was applied. Data were collected through in-depth interviews, observations, and documentation. The findings indicate that most customers benefit from the Pegadaian Digital application as it simplifies service access, accelerates transactions, and provides flexibility. However, challenges remain, such as network disruptions, system errors, and limited digital literacy. Thus, Pegadaian’s digital transformation is progressing well but still requires technical improvements and wider customer education to ensure inclusivity.