Digital Behavior in Organizations: Employee–Customer Interaction in Platform Ecosystems
DOI:
https://doi.org/10.63985/ttbr.v2i1.106Keywords:
Digital Behavior, Platform Ecosystem, Employee Interaction, Consumer Engagement, Organizational PerformanceAbstract
The rapid development of platform-based organizations has transformed how employees and consumers interact within digital ecosystems, making digital behavior a critical factor in organizational performance. This study aims to analyze digital behavior and the interaction between employees and consumers within platform ecosystems and its implications for organizational outcomes. The research adopts a qualitative descriptive approach, utilizing data collected through semi-structured interviews, observations, and document analysis. Data were analyzed using thematic analysis, including data reduction, categorization, and interpretation to identify patterns of digital interaction. The findings indicate that employee digital behavior—such as remote collaboration, algorithmic coordination, and multi-platform engagement—significantly influences consumer experience. At the same time, consumer digital behavior, including engagement, feedback, and value co-creation, shapes service quality and organizational responsiveness. The interaction between employees and consumers is found to be reciprocal and dynamic, mediated by platform governance and digital technologies. Furthermore, effective management of digital interactions enhances organizational performance through improved productivity, customer satisfaction, and innovation. In conclusion, this study highlights that an integrated understanding of digital behavior in platform ecosystems is essential for optimizing employee–consumer interaction and achieving sustainable organizational competitiveness in the digital era
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