The Role of Operational Analytics in Enhancing Client and Customer Satisfaction in the Outsourcing Industry in Indonesia
Keywords:
Operational Analytics, Outsourcing Industry, Analytics Utilization, Level of Satisfaction, IndonesiaAbstract
Purpose: This study examines the role of operational analytics in enhancing client and customer satisfaction in the outsourcing industry in Indonesia, focusing on its contribution to operational performance and data driven decision making.
Design/methodology/approach: A quantitative survey was conducted among operational analysts and managers in outsourcing firms. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS SEM). Operational analytics was measured through descriptive, predictive, and prescriptive analytics, including data visualization and natural language processing (NLP) tools.
Findings: The results show that operational analytics significantly improves operational performance, which in turn enhances both client and customer satisfaction. Firms with stronger analytics capabilities demonstrate better service responsiveness, communication transparency, and relationship quality.
Research limitations/implications: The study is limited to outsourcing firms in Indonesia and uses cross sectional data. Future research should explore broader industries and longitudinal approaches.
Originality/value: This study provides empirical evidence that operational analytics serves as a strategic capability that strengthens operational effectiveness and satisfaction outcomes in emerging service environments.
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