Harmonizing the digital bullion ecosystem: Implementing Network Value Alignment (NVA) to accelerate gold-based marketing performance through agents network

Abstract

Background: Digital transformation in the bullion (gold) ecosystem in Indonesia demands synergy between application technology and the strategic role of physical agents. This study aims to analyze how digital service orientation (DSO) can accelerate Gold-Based Marketing Performance through the mediation of Network Value Alignment (NVA) and Service Climate. Methods: This quantitative study involved 720 Pegadaian agent respondents spread across urban (69.44%) and rural (30.56%) areas. The analysis tool used was Structural Equation Modeling (SEM) through AMOS 24 software. The sampling technique used purposive sampling with the criteria of active agents serving digital gold transactions. Findings: The modeling results with AMOS 24 show that NVA is a crucial mediating variable that aligns value expectations between Pegadaian and its agent network. Digital service orientation does not directly increase inclusion if it is not accompanied by strong network value alignment (NVA). This alignment has been proven to improve the service climate, which then has a significant impact on achieving gold savings targets and financing distribution. Conclusion: The implementation of the NVA strategy is the main foundation for the success of Gold-Based Marketing Performance through an agent network. Novelty/Originality of this article: This article applies the NVA concept to the digital bullion industry, a sector that has not been widely explored in the service management literature.