THE ROLE OF DIGITAL TWIN IN OPTIMIZING SMART LAUNDRY SERVICES: ANALYZING CUSTOMER ACCEPTANCE AND LOYALTY THROUGH TAM AND IS SUCCESS MODEL

Traditional laundry services often struggle with inefficiencies, high operational costs, and a lack of real-time monitoring. To address these challenges, this study examines the role of Digital Twin (DT) technology in optimizing smart laundry services. DT enables real-time data synchronization, predictive maintenance, and enhanced decision-making by creating a virtual replica of physical assets. This research adopts the Technology Acceptance Model (TAM) and the IS Success Model to analyze customer acceptance and loyalty toward DT-based laundry services. The findings confirm that Information Quality, System Quality, and Service Quality significantly influence Perceived Usefulness and Perceived Ease of Use, which in turn impact Customer Satisfaction and Customer Loyalty. The study also highlights that accurate information, a stable system, and high-quality service contribute to a positive user experience. By integrating DT, smart laundry services can improve operational efficiency, reduce downtime, and enhance customer trust. However, challenges such as limited market awareness and the adaptation of DT in service-based businesses remain. The results reinforce that DT is a promising innovation for modernizing laundry operations, making them more reliable, efficient, and customer-centric.