THE INFLUENCE OF CUSTOMER SATISFACTION AND SWITCHING BARRIER TOWARD CUSTOMER LOYALTY IN HAGO MOBILE GAME

Abstract

Purpose – This study aims to investigate the influence of switching barrier factor which is switching cost and customer satisfaction factor which is hedonic motivation that has some derives which are adventure, gratification, idea, enjoyment, social, and focused attention to the customer loyalty in playing Hago mobile game. Design/Methodology/Approach – This research applied a quantitative research and use online survey platform as the media to distribute the questionnaire consisted of 54 questionnaire items. The totals of 185 responses were collected with 168 valid responses which processed and analyzed using SPSS 25 and AMOS 22. Findings – The results show that switching barrier and customer satisfaction are found to be significantly influence the customer loyalty in playing Hago mobile game. However one of the hedonic motivation derives which is idea is found to be not significantly influence the hedonic motivation that influence the customer satisfaction. Meanwhile the other hedonic motivation derives such as adventure, enjoyment, and social are found to be significantly influence hedonic motivation that influence the customer loyalty and affect or significantly influence customer loyalty in playing Hago mobile game. Originality/Value – This research provide better understanding to the customer satisfaction and switching barrier towards customer loyalty in playing Hago mobile game in Indonesia that has never been conducted. The result provides the implication for businesses and recommendation for future researches.