Pengaruh Gamifikasi Terhadap Loyalitas Pelanggan Jaringan Hotel Internasional di Surabaya

Abstract

In this 4.0 technology era, all industry sectors are required to make use of the internet and the latest technology for running their business process. In the tourism industry, especially accommodation, a system named gamification becomes one of the trends applied in the form of mobile applications done by various international hotel chains. By inserting game features such as tier (level), point, and reward, customers are expected to be more loyal by using those features embedded in the application. Therefore, this paper aims to examine to what extent gamification is able to influence customer loyalty of the international hotel chains in Surabaya. The data was collected by distributing an online questionnaire to the customers registered as loyalty program members of an international hotel chain in Surabaya. The study reveals that customer loyalty of the international hotel chain in Surabaya strongly influenced by the benefits obtained from the loyalty program provided in the form of the mobile applications.

Pemetaan Dan Analisis Perkembangan Bidang Gamification Berbasis Metode Kombinasi Open Knowledge Map Dan Vos Viewer

“…Pertama, dalam sepuluh tahun terakhir ini penelitian banyak fokus pada Gamification design [11]- [15], hal ini dapat dibuktikan bahwa Gamification design adalah cluster terbesar dalam analisis mapping yang disajikan OKM pada penelitian ini. Gamification design yang telah dilakukan pada penelitian-penelitian sebelumnya mencakup beberapa bidang, diantaranya pada penelitian [16]- [18] telah melakukan kajian literatur review yang fokus pada peningkatan produktifitas karyawan, pada penelitian [19], [20] dan [21] fokus pada loyalitas pelanggan. Selain itu Gamification design juga dikembangkan pada bidang kesehatan [22]- [26] dan juga dalam bidang pendidikan [27]- [31].…”