MyTelkomsel Super App and Improving Customer Experience Digital Lifestyle: A Qualitative Perspective Based on TAM and Omnichannel Service Culture

DOI

10.2991/978-2-38476-573-7_20How to use a DOI?

Keywords

super app; customer experience; Technology Acceptance Model; omnichannel service; digital communication

Abstract

The rapid growth of AI-enabled super apps has transformed how customers interact with telecommunication services and digital lifestyle platforms. MyTelkomsel Super App was developed as a digital communication medium that integrates telecommunication and lifestyle services within a single ecosystem. However, high download rates are not always followed by sustained activation and feature utilization. This study aims to (1) explain how customers interpret adoption, activation, and feature utilization of the MyTelkomsel Super App, (2) analyze how customers and frontline employees perceive cross-channel data integration and synchronization and their impact on customer experience, and (3) examine how Perceived Usefulness (PU) and Perceived Ease of Use (PEOU) interact with omnichannel integration quality in shaping continued usage. This study employs a descriptive qualitative approach using semi-structured interviews with 20 informants, consisting of customers and frontline employees. Data was analyzed through thematic coding guided by the Technology Acceptance Model and the Omnichannel Service Culture framework. The findings reveal that adoption is understood as a shift toward a digital communication channel, while activation is perceived as the moment when the application delivers tangible value through successful transactions and consistent information. Feature utilization is concentrated on core services. Cross-channel data integration emerges as the foundation of customer trust, with PU and PEOU supporting sustained usage only when mediated by reliable omnichannel integration. This study introduces the concepts of activation as a trust-building moment and omnichannel-driven perceived usefulness, highlighting that the success of a super app depends not only on technological features but on its ability to function as a consistent and credible omnichannel communication medium.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Husnita Husnita
PY  - 2026
DA  - 2026/04/30
TI  - MyTelkomsel Super App and Improving Customer Experience Digital Lifestyle: A Qualitative Perspective Based on TAM and Omnichannel Service Culture
BT  - Proceedings of the International Conference on Communication and New Media Studies (COMNEWS 2025)
PB  - Atlantis Press
SP  - 194
EP  - 206
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-573-7_20
DO  - 10.2991/978-2-38476-573-7_20
ID  - Husnita2026
ER  -