Published 2025-12-19
Keywords
- Balanced Scorecard,
- PT Wings Tbk,
- Customer Perspective,
- Internal Process,
- Performance Evaluation
How to Cite
Abstract
This research aims to evaluate the performance of PT Wings Tbk through the customer and internal process perspectives of the Balanced Scorecard. The analysis was conducted by synthesizing 10 relevant articles discussing the roles of family, technology, digital marketing, digital literacy, gender roles, public health, as well as the use of the Balanced Scorecard in organizational performance measurement. The results indicate that changes in consumer behavior during the pandemic have encouraged the company to strengthen service quality, digitize marketing, innovate processes, and enhance internal coordination. This study provides strategic recommendations to improve the competitiveness and operational effectiveness of PT Wings Tbk.
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References
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