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Ramlawati
Fakultas Ekonomi Dan Bisnis, Universitas Muslim Indonesia
Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Physics Public Health Social Sciences Other

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DO AUTOMATION AND DATA ALWAYS IMPROVE EFFICIENCY? THE MEDIATING ROLE OF TECHNOLOGY READINESS IN SERVICE CONTEXTS Sri Astuti Mualimin; Mega Utami; Ramlawati; Serlin Serang
Accounting Profession Journal (APAJI) Vol. 8 No. 2 (2026): Accounting Profession Journal (APAJI)
Publisher : Program Studi Akuntansi Fakultas Ekonomi dan Bisnis Universitas Kristen Indonesia Paulus

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Abstract

This study examines whether service automation and customer data utilisation consistently improve service efficiency, with a particular focus on the mediating role of Technology Readiness Index. Using a quantitative approach, data were collected from 160 employees working in digitally enabled service organisations and analysed using Partial Least Squares Structural Equation Modelling. The findings reveal that service automation does not have a direct effect on service efficiency, while customer data utilisation significantly enhances efficiency. Technology readiness emerges as a critical determinant, exerting the strongest direct influence on service efficiency. Furthermore, technology readiness fully mediates the relationship between service automation and service efficiency, indicating that automation contributes to performance only when it enhances individuals’ readiness to engage with technology. In contrast, the mediating effect of technology readiness in the relationship between customer data utilisation and service efficiency is not supported. These results suggest that different digital technologies operate through distinct mechanisms, highlighting the importance of human readiness in realising the benefits of automation. This study contributes to the literature by challenging deterministic views of digital transformation and emphasising the conditional role of technology in improving organisational performance.
Co-Authors A. Tenri Ita Maharan Abd. Mansyur Abdul Rahman Mus Ahmad Gani Aiyul Ikhram Akhsan Tenri Sau Andi Harnas Baharuddin Andi Noer Mulyah Rochma Andi Wajhul Musfirah Anisah Anisah Asrijal Bintang Aswirah Jamal Budiandriani, Budiandriani Chalid, Lukman Dian Azizah Dirwan Dirwan Djumahir - Djumilah Zain Etha Gustin Merdekawaty Eva Putri Diana Fadhil Hamzah Fairus Abdillah Firman Firman Firman Palippada Fitriana Fitriana Hastuty Mulang Heriswanto Humaerah Agus Idza Aradha Pratiwi Ilham Safar Ilham Safar Imaduddin Murdifin Indra Kusdarianto Indrayani Nur Irma Irma Ismawati Juliyanty Sidik Tjan Junaid, Asriani Kamase, Jeni Kasnaeny Karim Khairina Rosyadah Latief, Fitriani M Faisal A R Pelu Mahfudnurnajamuddin, Mahfudnurnajamuddin Mapparenta Marwan Tuasikal Masdar Mas’ud Mega Utami Muh. Arif Muh. Haerdiansyah Syahnur Muh. Ibnu Fajar Ramadhan Muh. Rudy Muhammad Fahjrul Syahadat Burhan Muhammad Syamsir Muliyadi Hamid Muslim Muslim Nabila dwi putri Rudi Nasyirah Nurdin Nur Faadhillah Jufri Nurbina Nurhadi Nurhadi Nurul Aisyah Hasan Oddang Oddang Putri fidyah Majid Rafli Raihan Ratna Dewi Serlin serang Serlin Serang Sri Astuti Mualimin Surachman, Surachman Suriyanti Suriyanti Suriyanti Suriyanti Suriyanti Suriyanti Suriyanti Suriyanti Syarifah Nurhalisa Alattas Tri Kasmir Wahidah Amra Wahyu Wahyu Zainuddin Rahman Zul Rachmat Imran Zuwaeda Zul Islam