The Effect of Gojek Gamification Strategy (GoClub) Towards Customer Loyalty Aletha Shahisa (a*), Fitri Aprilianty (b)
School of Business and Management, Bandung Institute of Technology, Jalan Ganesa No. 10, Bandung 40132, Indonesia
*aletha_shahisa[at]sbm-itb.ac.id
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 problem of the emerging competition in online transportation services. The massive promotions among providers have also shaped the target market of Gojek to become less loyal. Thus, retaining customers has become critical for Gojek to keep the market share. However, although GoClub has been implemented, the brand-switching is inevitable. Moreover, if a firm does not pay attention to the improvement of gamification overtime, the usage will decrease. Therefore, this research aimed to assess the significant effect of Gojek gamification strategy on customer loyalty. This research is conducted using a quantitative approach by distributing surveys towards 425 GoClub users in Indonesia, that will be further analyzed using PLS-SEM. The result shows that Gojek gamification strategy has a significant positive effect on customer loyalty. This study also found that customer experience, customer engagement, and customer satisfaction mediates the relationship of gamification and customer loyalty. However, this study found that customer experience 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.
