<![CDATA[The development of digital technology has compelled service-based businesses to adapt to more efficient management and service systems in order to maintain and enhance customer loyalty. However, many small-scale motorcycle workshops continue to face various challenges, including manual transaction recording, poorly integrated customer data management, and limited utilisation of digital technology in customer service delivery. This study aims to examine the implementation of digitalisation in management and service activities and its influence on improving customer loyalty at Polimandiri Motorcycle Workshop. This research employed a qualitative approach using a case study design. The research informants consisted of the workshop owner, three employees, and ten active customers selected through purposive sampling based on their involvement in workshop operations and utilisation of the available services. Data were collected through observation, interviews, and documentation. The data were subsequently analysed through the stages of data reduction, data display, and conclusion drawing to obtain a comprehensive understanding of the phenomenon under investigation. The findings indicate that the implementation of digital systems for transaction recording, customer database management, and the use of business communication applications has generated positive impacts, including improved administrative efficiency, faster service delivery, and enhanced communication between the workshop and its customers. These improvements have created a more satisfying service experience, encouraging customers to return and continue using the workshop’s services. Therefore, this study concludes that the digitalisation of management and service delivery represents an effective strategic approach to enhancing customer loyalty in small-scale motorcycle workshops and has the potential to serve as a reference model for similar service businesses in adapting to the era of digital transformation.]]>
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