Customer Experience Model in the B2B Digital Ecosystem to Enhance Customer Satisfaction

Fitri Lestari; Agus Rahayu; Heny Hendrayati; Rais Iqbal Rabiul Awal

doi:10.38035/dijemss.v6i3.3860

Authors

Fitri Lestari 1Universitas Pendidikan Indonesia, STIE Ekuitas, Bandung, Indonesia
Agus Rahayu Universitas Pendidikan Indonesia, Bandung, Indonesia
Heny Hendrayati Universitas Pendidikan Indonesia, Bandung, Indonesia
Rais Iqbal Rabiul Awal Universitas Pendidikan Indonesia, Bandung, Indonesia

DOI:

https://doi.org/10.38035/dijemss.v6i3.3860

Keywords:

Customer Experience, customer satisfaction, B2B, GoBiz, Focus on Result, Basic service experience

Abstract

Purpose - This article aims to open the black box of the relationship between customer experience and customer satisfaction. The authors also take a detailed approach to the concept of customer experience analysis with dimensions: basic service experience (BSE), focus on results (FR),Design/methodology/approach- A total sample of 158 participants of the MSME’s Level Up of the West Java Provincial Office of Cooperatives and Small Businesses, Garut District was collected through google forms from October 1 to November 30, 2024. Data were analyzed using partial least squares structural equation modeling. (PLS-SEM).Findings- The results suggest that the customer experience dimension is the foundation of commercial success (i.e. customer satisfaction) for GoBiz in a business-to-business (B2B) environment. Therefore, the most innovative GoBiz must not only pay attention to providing services in accordance with customer agreements but also go beyond that; thus, these companies must understand customer needs to be able to offer a unique experience. Therefore, these companies must design experiences that go beyond purely technical delivery services.Originality/value - While previous work has linked customer experience to customer satisfaction, there is still little work that does so specifically in a trending industry such as GoBiz and even less in a B2B environment. In addition, this work analyzes a more detailed customer experience.

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