DIGITAL SERVICE CAPABILITY AND CUSTOMER EXPERIENCE IN MSMES: LINKING TECHNOLOGY, TRUST, AND LEARNING

Nurlaela Kumala Dewi (Universitas Logistik dan Bisnis Internasional)
Ricky Agusiady (Universitas Sangga Buana YPKP, Bandung, 40124, Indonesia)

Jesocin : Journal of Economics, Accounting, Business, Management, Engineering and Society
Vol. 2 No. 1 (2025): Jesocin : January

This conceptual paper develops an integrative framework for digital service capability and customer experience in micro, small, and medium enterprises (MSMEs). It synthesizes established literature on the resource-based view, dynamic capabilities, organizational learning, absorptive capacity, social capital, resilience, and entrepreneurial ecosystems. The analysis explains how service-process design, digital trust, customer feedback, data discipline, and continuous improvement can be organized into proportionate managerial routines. No primary survey, interview, experimental, or statistical data are claimed. The framework proposes diagnosis, capability mapping, bounded experimentation, evidence review, governance, resource reconfiguration, and learning retention as a cumulative cycle. Implications are developed for owner-managers, support institutions, and future empirical research.