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Journal : Aptisi Transactions on Management

Enhancing Customer Experience and Business Innovation through Digital Platforms in Southeast Asia Juanta, Palma; Setiawan, Sandy; Hetilaniar; Callula, Brigitta
APTISI Transactions on Management (ATM) Vol 10 No 1 (2026): ATM (APTISI Transactions on Management: January)
Publisher : Pandawan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33050/1zrz4w08

Abstract

The rapid expansion of digital platforms across Southeast Asia has accelerated the emergence of interconnected digital ecosystems that integrate multiple services, partners, and data-driven interactions, fundamentally reshaping customer expectations and competitive dynamics in the region. This study aims to examine how ecosystem oriented digital platforms enhance customer experience and foster business model innovation by analyzing the influence of ecosystem capabilities, service integration, and value co-creation. Using a quantitative approach, data were collected from 378 active users of digital platforms across Indonesia, Malaysia, Vietnam, Thailand, and the Philippines, and analyzed using Structural Equation Modeling with Partial Least Squares (SEM–PLS) to evaluate relationships among key variables. The findings indicate that strong ecosystem capabilities significantly improve customer experience through seamless integration, personalization, and multi-stakeholder collaboration, while customer experience also mediates the relationship between ecosystem capabilities and business model innovation. Furthermore, ecosystem oriented platforms demonstrate greater agility and value creation potential compared to single-service platforms. These results underscore the strategic importance of digital ecosystems in driving superior customer experience and enabling sustainable business model innovation in Southeast Asia, offering valuable implications for digital firms, startups, and policymakers to strengthen regional digital transformation.
Co-Authors Abdillah, Satria Agitha Kembaren, Eykel Alexa, Hipatyah Alfadilla, Rayyan Amal Dinata, Prasetya Andrian, Danil Anggellino, Jasen Apriani Sijabat Bangun, Pery Chandria Banjarnahor, Jefri Callula, Brigitta Damanik, Bagus Defitra, Niko Delima Sitanggang, Delima Della Christin Zai, Stephani Efrat Freditus Tampubolon, Mertfil Fa, Finley Fahrozy N Harahap, Mhd Rizky Felicia Felicia Ferdianto S., Diki Festiyed Festiyed Friska Telaumbanua, Vera Gevira Sofa, Natasya Gultom, Markus Lambok Hetilaniar HS, Samaria Chrisna Husada, Slavia Praha Hutabarat, Nurija Sri Paska Hutagalung, Bona Stiven Indra, Evta Jery Alfa Hutabarat, Bendedict Kelana, Nurullah Marina Laila, Ibrani Lufri Lufri Malau, Ridho Satrio Manalu, Nellie Epa Sihol Marito Marito Siagian, Shinta Moyo, Kgomotso Muhardi Saputra Nababan, Jennifer Jesica Nainggolan, Gabariel Nizam, Muhammad Fachrul Oloan Sihombing, Oloan Pasaribu, Jesslin Felixa Pavithra, Valencia Pooja, Netiya Putri, Yulia Anjani Rahmat Izwan Heroza Saga Mo Lewio Dachi, Theodorus Salsabilla, Aischa Najwa Sebastian, Alvin Sesillya Nababan, Vita Setiawan, Sandy Siagian, Sinta Marito Sianturi, Authon Siloam Simatupang, Yehuda M. P. Sinaga, Elvina Sinurat, Stiven Hamonangan Siti Aisyah Sitorus, Angelina Monica Sitorus, Sarah Tri Yosepha Skunda Diliarosta Steven Hutabarat, Yusuf Sumana, Raditia Sumantri, Akbar Tampubolon, Ferdinan Rinaldo Tampubolon, Johanes Joys Ronaldo Vigo Hantanto, Ken Wilfred Solo, Devin Yerimadesi Yohandri Bow Zendrato, Beatrice Samala