The effect of Gojek’s gamification strategy (GoClub) towards customer loyalty
List of Authors
  • Aletha Shahisa , Fitri Aprilianty

Keyword
  • Customer Experience, Customer Loyalty, Gamification, GoClub, PLS-SEM

Abstract
  • The development of technology contributes to the growth of online transportation sectors in recent years, including Gojek, an online transportation originating from Indonesia. In 2021, Gojek provides a new gamified loyalty program, GoClub, in response to the current emerging competition in online transportation services. However, although GoClub has been implemented, the brand-switching is inevitable. This indicates that the gamification that is embodied in the loyalty program might not effectively make the customer loyal. Therefore, this research aimed to assess whether the Gojek gamification strategy can have a significant effect on customer loyalty. This research is conducted using a quantitative approach by distributing surveys towards 425 GoClub users in Indonesia, analyzed using PLS-SEM. The result shows that gamification has a significant positive effect on customer loyalty. However, this study found that customer experience in the gamification has no significant positive effect on customer loyalty. The finding of this research is intended to provide marketers an insight about gamification marketing strategy and how it can increase customer loyalty in order to gain the competitive advantage in the industry.

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