Abstract:
Purpose
This study measured whether mobile game industries nowadays have done
enough to fulfill customer satisfaction and customer loyalty. This investigation is
measure with the independent variable; visual appeal, entertainment, escapism,
enjoyment, emotional value, recognition, and social influence. Customer
satisfaction and customer loyalty become the dependent variable.
Design
A 36 items instrument was distributed to people who have experienced playing
mobile games. This investigation is a quantitative research with convinience
sampling technique. There are 203 respondents who participate for the research.
There is also validity and realibility test. Followed by hypothesis testing which is
conducted by SEM (Structured Equation Model).
Findings
The most significant factor toward customer satisfaction is social influence in a
mobile game industries. Customer satisfaction also has a significant impact
toward customer loyalty. Entertainment also has a significant influence toward
customer satisfaction and loyalty. Additionally, emotional value has significant
influence toward customer satisfaction. Visual appeal and recognition also have
significant influence toward customer loyalty in mobile game industry.
v
Value
This research aim to provide insight for mobile game industry whether mobile
games nowadays are satisfy enough for the players to keep on playing mobile
games. This research provide recommendation for mobile game developers out
there to reach customer satisfaction and loyalty.
