Virtual Incubation Aggregator Platform Quality Analysis: a Customer Experience (CX)

Abstract

Introduction: The global rise of digital marketplaces has revolutionized business operations, enabling companies, especially small and medium-sized enterprises (SMEs)-to innovate, grow, and expand their market reach. By leveraging digital technologies, businesses can optimize resources, reduce costs, and strengthen competitive advantage through effective networking and customer relationship management.

Objectives: This paper aims to measure customer experience in utilizing a web-based business partner matching platform from potential users, specifically SMEs. The platform supports downstream business activities and serves as a networking hub for SMEs to collaborate on upstream activities. This platform is expected to become an effective matchmaking medium for SMEs, catering to both B2B and B2C interactions.

Methods:  This research employs two approaches to illustrate customer experience. First, it utilizes the critical factors affecting online shopping intention proposed by Nga & Tam (2024). Second, it incorporates the Net Promoter Score (NPS) to measure customer loyalty. Assessing customer loyalty can identify weaknesses in the customer experience that require improvement (Dellyana et al., 2021).

Results: Only 5.77% experience an optimal level of customer experience, which in turn reflects their loyalty towards the use of the virtual incubation aggregator platform for web-based business partner matching. There is a need to enhance the customer experience to improve user loyalty. It is anticipated that increasing user loyalty will transform a significant portion of passive users (40.38%) into promoters.

Conclusions:  Platform is deemed useful however, not all features meet user needs. To enhance user loyalty, web-based business partner matching platforms should prioritize the establishment of a Discussion Forum - Interactions not only foster community engagement but also build trust and satisfaction, which are essential components of customer loyalty. Platforms should improve CRQ by fostering commitment, trust, and satisfaction among users.