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All Journal Business Management Analysis Journal (BMAJ) Jurnal Manajemen dan Dinamika Bisnis
LANAWAANG, YEHUDA MARCEL
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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DRIVE-THRU TRANSFORMATION: ELEVATING CUSTOMER SATISFACTION WITH DIGITAL TWINS SURYAWIJAYA, TITO WIRA EKA; LANAWAANG, YEHUDA MARCEL; MAHMUD, MAHMUD; KHANT, THANT THET OO
Jurnal Manajemen dan Dinamika Bisnis (JMDB) Vol. 3 No. 1 (2024): JMDB (Jurnal Manajemen dan Dinamika Bisnis)
Publisher : Universitas Dian Nuswantoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33633/jmdb.v3i1.10160

Abstract

In the modern business landscape, traditional methods of understanding consumer behavior are constrained by time, cost, and depth limitations. The emergence of Digital Twins, which are virtual replicas created through real-time data integration and advanced algorithms, has fundamentally transformed how we perceive consumer behavior and market responses. This study aims to address challenges related to data security and privacy, exploring potential solutions within the context of applying Digital Twins in drive-thru services. Using a quantitative approach with a sample size of 2000 American drive-thru service customers, the research employs SEM-PLS for data analysis. Online questionnaires are distributed through Triaba to collect targeted data. The findings indicate that while process efficiency in drive-thru services has little impact on service quality, Digital Twins can still lead to waiting times that challenge customer expectations. Although limited to America, this research confirms the significant role of Digital Twins in enhancing drive-thru service efficiency and customer satisfaction, providing valuable insights for users and system integrators during implementation.
DRIVE-THRU REVOLUTION: ENHANCING CUSTOMER SATISFACTION THROUGH DIGITAL TWINS Lanawaang, Yehuda Marcel; Suryawijaya, Tito Wira Eka
Business Management Analysis Journal (BMAJ) Vol 7, No 1 (2024): Business Management Analysis Journal (BMAJ)
Publisher : Universitas Muria Kudus

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24176/bmaj.v7i1.12130

Abstract

In business, understanding consumers is paramount. Digital Twins technology provides virtual representations of consumers and real-time insights. This study evaluates the implementation of Digital Twins in drive-thru services, focusing on efficiency and user experience. A survey was conducted with 2000 drive-thru consumers in the US and analyzed using SEM-PLS. The findings of this study indicate the significance of Digital Twins in purchase accuracy, interactivity, and satisfaction. The importance of strategic implementation is highlighted to maximize benefits and offer a framework for secure implementation. Limitations of this research include geographical constraints of the respondents, data collection methods, and limitations in relevant literature due to the new nature of Digital Twins technology in the context of drive-thru services. Future research needs to explore cross-cultural comparative research, longitudinal studies, and mixed-methods approaches to further understand the impact of this technology.
Co-Authors KHANT, THANT THET OO Mahmud Mahmud Suryawijaya, Tito Wira Eka