Quality of human resources in the development of a digitalization model for prepaid new electricity registration services: A case study at PT. Perusahaan Listrik Negara (Persero) Banten province

Digital transformation in public services encourages the urgent need to improve the efficiency and quality of new customer registration services by switching from a manual registration system to a digital system at PT. PLN, as a national strategic company, faces challenges in implementing digital-based registration services for new customers, especially in Banten Province as a strategic economic zone. This research aims to answer the literature gap related to the quality of human resources (level of education, training & certification), as well as technological infrastructure on the effectiveness of digital services, and its impact on customer satisfaction. This study uses a quantitative approach with Structural Equation Modeling (SEM) analysis techniques based on Partial Least Square (PLS), on 95 respondents from PLN employees of Banten Province. Novelty of research on the development of an integration model that simultaneously examines the relationship between human resource competence, technological infrastructure readiness, and the effectiveness of digital services in the context of national electricity strategic services. The findings showed that all independent variables had a significant effect on the effectiveness of digital services (R² = 78.9%), and the effectiveness of digital services also had a significant influence on customer satisfaction (R² = 63.7%). The variables of training and certification have the most dominant contribution to the effectiveness of digital services. These findings expand the TAM and SERQUAL models by including HR as a key determinant of service effectiveness. And recommend increasing the capacity of human resources based on the latest technology training.