A PROPOSED DESIGN OF A COLLABORATION CULTURE SUPPORT SYSTEM FOR INCREASING DIGITAL SERVICES CREATION PROCESS MATURITY LEVEL AND COMPETITIVE ADVANTAGE OF OUTSOURCING COMPANY

• Main Author: Tissyaraksita Devi, Ervia
• Format: Dissertations
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/79420
• Institution: Institut Teknologi Bandung

Indonesia, as a country with a great number of human resources, should take more advantage of the outsourcing market compared to other developing countries. The truth is that the biggest outsourcing company in Indonesia only has a share of less than 5% of the entire Asia Pacific market. Studies from the last decade found that some companies that claimed to be digital companies did not succeed in the market because they tend to ignore fundamental aspects of digital competitiveness, which is both a challenge and an opportunity for an outsourcing company. As an integrator, a strategic partner, and a business consultant for another company, an outsourcing company should have a digital transformation strategy, including its ability to create digital services for its client. It is necessary to learn the factors that influence an outsourcing company's digital capability by defining its digital maturity level, correlated with its growth among similar industries so that the company can build an advantage to win the competition in the digital era. This study aims to develop a comprehensive model to assess the digital capability of an outsourcing business player, define the maturity level of the digital services creation process in the company, and identify the problem situation that causes the required capabilities not to be created yet. From the findings, the researcher proposes the appropriate integrated support system design to improve the collaboration culture, which is the most impactful capability in the digital services creation process, to achieve the highest maturity level and be more advanced among the rivalries. The value creation process in a Business Process Outsourcing (BPO) company is a series of activities involved in taking over the client's business process, which is a collaboration of the process actors and the technology used is an expected aspect to make the process more effective and efficient. The identified initial problem states that there is still a silo problem in the company. A method to structure the interactions between the involved actors in all activities and illustrate the initial problem situation is required. Soft System Methodologybased Action Research (SSM-based AR) is a suitable method for exploring individual perceptions and expectations in the process and systematically structuring them to describe a real condition more clearly. This study uses multiple approaches to identify the occurred problem that cause the silos in the process and conducts SSM-based AR to learn about the digital services creation process by emphasizing the perceptions and expectations of the employees about others. The combination of quantitative and qualitative approaches obtained more in-depth and valid study results. The SSM-based AR stages adopted from Checkland (2006) start with the initial problem situation by selecting variables derived from previous studies, testing all variables for model development based on an online survey of 169 employees, confirming the result by some qualitative approaches, analyzing by Structural Equation Modelling (SEM), and following with descriptive analysis to get deeper insight. These activities prove that a culture of collaboration is an impactful capability in the digital services creation process that needs to be improved. The remaining stages conduct qualitative methods to explore and interpret the observed process by interviewing the involved senior leaders, illustrating the results to build SSM conceptual models, and discussing with the experts to confirm the models and define the agreed activities for improvement. An integrated system is then designed as a proper solution to support the improvement of a collaboration culture focused on user requirements and user relationships. The study's contribution is not only to design an integrated support system for the specific industry to improve the most impactful capability based on agreed activities but also to create novelty through theory enhancement for academic purposes. The first enhancement is engaging the organizational existence, which becomes one of the variables that impact the process along with its components. Together with individual capabilities, organizational capabilities are proven to impact the creation of digital services as a work activity to achieve business goals. Similar research on capability assessment that measures process outsourcing capabilities did not define both the capabilities of the organization and its members that impact specific processes, such as the creation of digital services. The second enhancement is introducing a new variable, “alignment strategy” that influences “organizational capability” and “individual capability". Another novelty is the contribution to the methodology enhancement by offering a new way of using a soft system approach to understand user perceptions, expressing user interaction in a conceptual model and validating it, and defining agreed activities to obtain the best system design according to user expectations. This study is limited to a specific observed unit analysis and the SSM-based AR scope. The research ended by defining actions to propose user requirements and user relationships design for an integrated support system based on structuring involved interactions in the process to eliminate the collaboration culture gaps of digital service creation in a specific industry. Although the company chosen has the biggest market share in Indonesia and reflects the industry profile, it needs future studies to use the same approach to create a model and support system that will be suitable for other companies or other industries to pursue the generalization.