Article Per Year (5 Year)
p-Index From 2021 - 2026
0.444
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This Author published in this journals
All Journal International Journal of Management Science and Information Technology (IJMSIT)
Siti Nur Azizah
Muhammadiyah University Purwokerto
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Implementation of Virtual Reality (VR) and Augmented Reality (AR) in Marketing and Service Development to Increase Customers in the Hospitality Sector Ahmad Solihin; Siti Nur Azizah; Sutomo Sutomo
International Journal of Management Science and Information Technology Vol. 4 No. 2 (2024): July - December 2024
Publisher : Lembaga Komunitas Informasi Teknologi Aceh (KITA), Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/ijmsit.v4i2.3200

Abstract

This study uses a quantitative approach to evaluate the effect of implementing Virtual Reality (VR) and Augmented Reality (AR) technology on customer satisfaction in the hospitality sector. VR allows customers to tour hotel facilities virtually, while AR adds digital interactive elements that enrich the customer experience. This study used a cross-sectional survey method, with data collected from 200 respondents in four and five-star hotels that have adopted VR and AR technology. A purposive sampling technique was used to select respondents who have used VR and AR-based services in the last three months. Data was collected through a 1-5 Likert scale questionnaire, where the data was analyzed using multiple regression after going through the classical assumption test. The results of the analysis showed that the implementation of VR and AR had a significant effect on increasing customer satisfaction. As many as 72% of respondents stated that virtual tours through VR helped increase booking confidence. In comparison, 64% reported that AR enriched the stay experience with interactive real-time information. This study confirms that VR and AR technologies significantly increase customer engagement and loyalty to hotel services. However, challenges in development costs and technology infrastructure are still obstacles to broader adoption.
Digital Transformation in Banking Management: Optimizing Operational Efficiency and Enhancing Customer Experience Yuli Alam; Siti Nur Azizah; Caroline Caroline
International Journal of Management Science and Information Technology Vol. 5 No. 1 (2025): January - June 2025
Publisher : Lembaga Komunitas Informasi Teknologi Aceh (KITA), Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/ijmsit.v5i1.3646

Abstract

Digital transformation in the banking sector has become a fundamental phenomenon, fundamentally changing how banks operate and interact with customers. The adoption of digital technologies across various operational aspects of banks, from internal processes to customer services, has the potential to improve efficiency and deliver a better customer experience. The primary objective of this study is to analyze the impact of digital transformation on operational efficiency and the enhancement of service quality in the banking sector. This research also focuses on identifying the challenges and opportunities banks face during digitization. In their pursuit of greater efficiency, banks are integrating various technologies such as process automation, big data, artificial intelligence (AI), and cloud-based systems to replace previously used manual methods. This reduces operational costs and improves speed, accuracy, and consistency in service delivery. However, implementing these technologies requires adequate infrastructure readiness, skilled human resources, and a shift in organizational culture to support adopting new technologies. This study reveals that banks implementing digital transformation can experience increased productivity and competitiveness. However, challenges related to initial investments, resistance to change, and the management of technological risks remain significant barriers that must be addressed. The research offers valuable insights for banks planning digital transformation and stakeholders developing technology-driven banking policies.
Co-Authors Ahmad Solihin Caroline Caroline Sutomo Sutomo Yuli Alam