ENHANCING OPERATIONAL PRODUCTIVITY THROUGH DIGITAL TRANSFORMATION TO SUPPORT CUSTOMER SATISFACTION AT PT X

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Perkasa Simatupang, Rangga (2025) ENHANCING OPERATIONAL PRODUCTIVITY THROUGH DIGITAL TRANSFORMATION TO SUPPORT CUSTOMER SATISFACTION AT PT X. Graduate thesis, Institut IPMI.

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Abstract

This study had positioned digital transformation not only as a direct driver of operational productivity but also as a potential moderating factor between organizational practices and outcomes. Unlike prior research that had examined technology adoption and process improvements in isolation, this work had integrated both dimensions within the context of Indonesia’s B2B chemical distribution sector, where empirical insights had remained limited. Focusing on PT X, a leading distributor undertaking digital initiatives through ERP systems, CRM platforms, and automation tools, the study had explored the extent to which digital transformation had influenced productivity and customer satisfaction. Implementation challenges such as user resistance, fragmented system integration, and uneven adoption had served as a backdrop for this investigation. Five constructs were assessed: Information Exchange, Operational Coordination, Digital Transformation, Operational Productivity, and Customer Satisfaction. Primary data were collected through structured questionnaires from operational and commercial staff and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS 4. Findings had confirmed that information exchange and coordination had significantly enhanced operational productivity, which in turn had strongly driven customer satisfaction. Digital transformation had demonstrated a direct positive effect on productivity, yet its moderating role between organizational practices and productivity had proved statistically insignificant. These results had underscored that while digital transformation had been a crucial enabler of performance, its influence had been more immediate than interactive. The study had contributed theoretical novelty by bridging technology adoption and organizational practices, while also offering practical guidance for B2B firms in regulated, service- intensive sectors. It highlighted the importance of deeper system integration and user-centered strategies to maximize both internal efficiency and customer value creation. Keywords: Digital transformation, Operational productivity, Customer satisfaction, Information exchange, Operational coordination

Item Type: Thesis (Graduate)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Thesis > Master of Business Administration
Depositing User: Dwi Selviyana
Date Deposited: 16 Dec 2025 08:45
Last Modified: 16 Dec 2025 08:45
URI: http://repository.ipmi.ac.id/id/eprint/2876

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