FACTORS THAT DRIVES CUSTOMER SATISFACTION AND CUSTOMER LOYALTY IN MOBILE GAME INDUSTRY

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.

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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.