Servicescape Implementation: Its Influence on Personal Branding through The Competitive Advantage of Digital Cooperative

The impact of economic integration, shifting consumer preferences, technological development, and changing societal needs have made most institutions face new threats and opportunities. Institutional changes need to be made so that an institution can continue to have a competitive advantage and survive. Financial institutions around the world are undergoing significant digital transformation. This transformation includes adopting new technologies to improve credibility and self-confidence among its members. In this context, preparing digital-based Standard Operating Procedures (SOP) is very important to ensure that the implementation of servicescape as one of the experimental factors is in line with technological developments and meets the expectations of service users. Servicescape is a concept that refers to the physical environment in which services are delivered and where service providers and customers interact. In developing Standard Operating Procedures (SOP), servicescape plays an important role because the physical environment can influence customer perceptions and experiences of the services provided. The implementation of Servicescape research results on assistance in preparing digital-based SOPs is relevant and useful for the CU Sawiran Cooperative financial institution to maintain a positive personal branding as a digital cooperative in town. This implementation ensures that the cooperative can manage digital servicescape elements effectively, improve service quality, and be customer-centric in meeting the members’ expectations in the digital era.