Toward Co-creation Strategy and Organizational Agility based on Customer Experience Orientation to shape Transformational Performance
Leonardus WW Mihardjo, Sasmoko, Firdaus Alamsjah, Elidjen

School of Business, Bina Nusantara University, JWC Campus, Jalan Hang Lekir I No. 6. Senayan, 12710, Jakarta, Indonesia

Abstract

Industry 5.0 is a step after digitalization and digitation has been accomplished. The collaboration, service orienta-tion, agility and customer experience become a critical in dynamic environment. Hence, the firm strategy has shifted from competition strategy to collaboration strategy Collaboration with customer through co-creation Strategy (CCS). It could enable the firms in accelerating the digital transformation. The study on development co-creation strategy focus on customer experience orientation (CXO) and organization agility (OA) to support transformational performance (TP) in term of relationship among variable and empirical study has not been re-veal. Hence, in this paper, we proposed the model of digital transformation for ICT Industry based on co-creation strategy focus on customer experience orientation and organization agility. The study based on empirical study of 35 Indonesian ICT firms. Smart PLS results the hypotheses, except that on the impact of CXO on Transformational Performance. The finding analysis revealed the concept of Service Development logic (S-D Logic) where the Co-creation capability and organizational agilities can sufficiently shape the performance on transformational stage. The theoretical and practical implications of such findings were also provided.

Keywords: Customer experience, Organisational agility, co creation strategy, transformational performance

Topic: Strategic Management, Entrepreneurship and Contemporary Issues

Link: https://ifory.id/abstract-plain/kZz2wNnPpW7g

Web Format | Corresponding Author (Leonardus Wahyu Wasono Mihardjo)