Extending Resource Orchestration Theory in Digital Ecosystems: Information Technology Orchestration and Omni-Channel Customer Experience in INJOURNEY

Ilusstration by AI

Indonesia— INJOURNEY’s Omni-Channel Customer Experience Depends on IT Integration, Not More Apps. The research conducted by Dedy Pranata Simangunsong and Lijan Poltak Sinambela from Universitas Nasional, Indonesia, which was published in January 2026 in the International Journal of Management Analytics (IJMA).

The research conducted by Dedy Pranata Simangunsong and Lijan Poltak Sinambela emphasizes that seamless customer experiences from online to offline are not the result of “having many channels,” but rather the result of neat integration of information technology (IT) behind the scenes.

Through a study of the INJOURNEY ecosystem (a state-owned holding company in the aviation and tourism sector), the two researchers show that omni-channel customer experiences emerge when companies are able to systematically orchestrate IT across subsidiaries. The results are important because INJOURNEY manages very complex services: airports, airlines, tourism, hotels, retail, and cultural destinations—all of which are directly connected to customers who move across channels quickly.

Why Omni-Channel Often Fails Even After “Going Digital”

Many organizations today already have mobile apps, websites, online ticketing, social media, and offline service counters. Yet customers still experience common frustrations, such as:

different information between the app and the physical counter
inconsistent pricing and availability
confusing transaction processes
services that feel fragmented instead of connected

This study argues that the core problem is not the lack of applications. The real issue is poor system integration. When data and processes are not connected, customers experience inconsistency.

To explain this, the authors use a strategic management lens called Resource Orchestration Theory. In simple terms, competitive advantage does not come from owning resources, but from management’s ability to organize, combine, and leverage them effectively.

In digital ecosystems, the most critical resource is IT.

What Did the Researchers Examine?

Simangunsong and Sinambela analyzed how IT orchestration—the coordinated management of IT integration across business units—can produce omni-channel customer experience as a strategic outcome.

They selected INJOURNEY as a relevant setting because it is a large holding company ecosystem with multiple subsidiaries, service domains, and heterogeneous legacy systems.

Research Method: Literature Review + Official INJOURNEY Data

The study uses a qualitative approach based on:

Library research (systematic literature review)
Descriptive-analytical method
Secondary data from the INJOURNEY Annual Report 2024 as the main empirical reference

Rather than surveying customers directly, the authors traced how omni-channel capability is built through governance, IT maturity, application consolidation, ERP implementation, and cost efficiency outcomes.

Key Finding: Omni-Channel Experience Is an Ecosystem Integration Outcome

One of the strongest conclusions from the study is that:

Omni-channel customer experience in INJOURNEY is the result of ecosystem-level IT integration, not isolated channel initiatives.

194 IJMA 163-178

This means the customer experience does not improve simply because an airport has its own system, a hotel has its own app, or a tourism platform launches new features. The real value comes when all of these systems are connected and consistent.

INJOURNEY’s Digital Transformation: Key Numbers Highlighted in the Study

To support their argument, the researchers present several measurable indicators from INJOURNEY:

1) INJOURNEY manages 165 applications across subsidiaries

However, it has a consolidation target of 45 core applications by 2027.

This shows that effective digital transformation is not about building more apps, but about reducing fragmentation.

2) IT Maturity Level improved significantly

INJOURNEY’s IT maturity score increased from:

2.86 in 2023
to 3.15 in 2024

This reflects stronger governance, standardization, and institutionalized IT management.

3) Group-wide ERP implementation generated major cost efficiency

In 2024, INJOURNEY initiated a group-wide ERP implementation covering 26 business process blocks.

The ERP license procurement in late 2024 generated cost efficiencies of IDR 27.03 billion.

The study emphasizes that ERP is not only about saving costs—it supports process standardization and data consistency, which directly shape omni-channel experience.

A Concrete Example: Tourism Collaborative Platform (TCP)

The researchers highlight a major initiative: the Tourism Collaborative Platform (TCP).

By 2024, TCP had successfully integrated inventory data from all INJOURNEY sub-holdings. The platform was then connected to Bank Mandiri’s Livin super app, which went live on December 17, 2024, enabling real-time transactions for services such as:

hotel reservations
cultural attraction tickets

This illustrates how interoperability and platform integration can create smoother customer journeys.

How IT Integration Shapes Customer Experience

The study summarizes that omni-channel customer experience is not driven by interface design alone. It is built through five integration foundations:

Channel integration (online and offline touchpoints connected)
Content consistency (same information across channels)
Process consistency (uniform transaction flows)
Touchpoint orchestration (booking, payment, service systems connected)
Experience continuity (real-time data and personalization)

If one of these foundations fails, customers experience friction and distrust.

Implications: Lessons Beyond INJOURNEY

Although the case focuses on INJOURNEY, the findings are relevant for many organizations, especially in Indonesia.

1) For holding companies and large enterprises

Many corporations struggle with fragmented IT across subsidiaries. This study suggests that:

system integration is a strategic asset
application consolidation should be prioritized
group-wide ERP is a foundation for customer experience, not only efficiency

2) For public policy and state-owned enterprises (BUMN)

The study notes that INJOURNEY applies centralized IT governance aligned with national regulations and strategic IT planning frameworks.

This implies that BUMN digitalization should not be measured by the number of new digital products, but by the level of orchestration and integration achieved.

3) For education and academic research

The authors extend Resource Orchestration Theory into a modern context: digital ecosystems.

They argue that IT functions as a strategic mechanism for:

structuring digital resources (governance and standards)
bundling resources (integration and consolidation)
leveraging resources (platforms, APIs, and super apps)

Academic Paraphrase (Popular Style)

Simangunsong and Sinambela from Universitas Nasional emphasize that omni-channel customer experience does not emerge from isolated digital initiatives. Instead, it is built through coordinated, ecosystem-wide IT orchestration that connects systems, standardizes data, and ensures service consistency across all customer touchpoints.

Author Profiles

Dedy Pranata Simangunsong -Universitas Nasional, Indonesia
Lijan Poltak Sinambela -Universitas Nasional, Indonesia

Research Source

Dedy Pranata Simangunsong & Lijan Poltak Sinambela . Extending Resource Orchestration Theory in Digital Ecosystems: Information Technology Orchestration and Omni-Channel Customer Experience in INJOURNEY International Journal of Management Analytics (IJMA) Vol. 4, No. 1

DOI:https://doi.org/10.59890/ijma.v4i1.221

URL: https://dmimultitechpublisher.my.id/index.php/ijma