Digital Transformation in Medan's SMEs: Assessing the Impact on Operational Efficiency and Customer Satisfaction
Digital Transformation in Medan's SMEs: Assessing the Impact on Operational Efficiency and Customer Satisfaction
Author(s): Nalom Siagian, Natalia E.T. Sihombing, Sunday Ade SitorusSubject(s): Social Sciences, Economy, Business Economy / Management, Sociology, Social development, ICT Information and Communications Technologies
Published by: Asociatia pentru Dezvoltare si promovare socio-economica Catalactica
Keywords: Digital transformation; business automation; artificial intelligence; customer satisfaction;
Summary/Abstract: The purpose of this study is to determine and analyze the extent to which business automation and artificial intelligence variables affect the satisfaction of MSMEs in Medan City through operational efficiency as an intervening variable. The subjects of this study were SMEs in Medan City, with independent variables in the form of business automation and the use of artificial intelligence, dependent variables in the form of customer satisfaction, and intervening variables in the form of operational efficiency. The results show that partially, the variables of business automation and the use of artificial intelligence affect the customer satisfaction of MSMEs in Medan City and contribute to the operational efficiency of MSMEs in Medan. Simultaneously, the variables of business automation and artificial intelligence implementation affect the customer satisfaction of MSMEs in Medan City through operational efficiency as an intervening variable.
Journal: Jurnalul Practicilor Comunitare Pozitive
- Issue Year: XXV/2025
- Issue No: 4
- Page Range: 40-54
- Page Count: 15
- Language: English
