Improving E-Sport Player Loyalty: An Overview of the Game Industry in JABOTABEK, Indonesia
Abstract views: 2
,
Keywords:
e-sports, experential value, player loyalty, player satisfaction, promotion
Abstract
Research aim: This study investigates the impact of experiential values and promotional activities on player satisfaction, which influences player loyalty in the esports industry in the Greater Jakarta area.
Design/Methode/Approach: This study uses a Structural Equation Modeling-Partial Least Squares (SEM-PLS) approach to test the proposed hypotheses and achieve research objectives. The questionnaire was distributed to 100 respondents who identified as esports players in the Jabodetabek area.
Research Finding: This study found that experiential values have a positive and significant effect on player satisfaction in the esports industry in the Greater Jakarta area. This means that the stronger the positive experience players feel while playing esports, the more satisfied they are with the experience. While promotional activities have no significant effect on esports player satisfaction. This means that the promotional efforts made by esports companies may not greatly impact the level of player satisfaction.
Theoretical contribution/Originality: The empirical findings also show that player satisfaction significantly influences loyalty in the Jabodetabek area esports industry. This confirms that players who feel satisfied with their gaming experience are likelier to remain loyal and engaged in esports.
Practitioner/Policy implication: This research has significant practical implications for online game companies that want to increase the value of the experience for players by increasing the complexity of features in their games.
Research limitation: This study is limited to Greater Jakarta and may not reflect the same conditions in other regions. Data was collected through questionnaires, which may lead to potential respondent bias.
Downloads
Download data is not yet available.
References
1. Lednev VA, Solntsev I V. Entrepreneurship in Sports Industry: Directions, Innovations and Support. Strategic decisions and risk management [Internet]. 2022 Feb 11 [cited 2023 Sep 19];12(3):252–61. Available from: https://doi.org/10.17747/2618-947x-2021-3-252-261
2. Lim R. Tencent Games Canangkan Ide Turnamen Arena of Valor World Cup! [Internet]. 2018 [cited 2022 Oct 20]. Available from: https://esports.id/arena-of-valor/news/2018/02/46922a0880a8f11f8f69cbb52b1396be/tencent-games-canangkan-ide-turnamen-arena-of-valor-world-cup
3. Qi X, Cheng Y. Sports App User Behavior Analysis: Participation Motivation, Satisfaction, and Loyalty. Security and Communication Networks. 2022;2022.
4. Naini NF, Sugeng Santoso, Andriani TS, Claudia UG, Nurfadillah. The Effect of Product Quality, Service Quality, Customer Satisfaction on Customer Loyalty. Journal of Consumer Sciences [Internet]. 2022 Feb 27 [cited 2023 Sep 19];7(1):34–50. Available from: https://doi.org/10.29244/jcs.7.1.34-50
5. do Carmo IS, Marques S, Dias Á. The Influence of Experiential Marketing on Customer Satisfaction and Loyalty. Journal of Promotion Management [Internet]. 2022;28(7):994–1018. Available from: https://doi.org/10.1080/10496491.2022.2054903
6. Kotler P, Armstrong G. Principles of Marketing. 18th ed. Pearson; 2020.
7. Wu CHJ, Liang R Da. Effect of experiential value on customer satisfaction with service encounters in luxury-hotel restaurants. Int J Hosp Manag. 2009 Dec;28(4):586–93.
8. Varshneya G, Das G, Khare A. Experiential value: a review and future research directions. Vol. 35, Marketing Intelligence and Planning. Emerald Group Publishing Ltd.; 2017. p. 339–57.
9. Lee W, Sung HK, Suh E, Zhao J. The effects of festival attendees’ experiential values and satisfaction on re-visit intention to the destination: The case of a food and wine festival. International Journal of Contemporary Hospitality Management [Internet]. 2017 [cited 2023 Sep 19];29(3):1005–27. Available from: https://doi.org/10.1108/IJCHM-10-2015-0559
10. Xue R, Li H. Characteristics, Experience, and Enlightenment of Leisure and Sports Policy and Public Health Development in Developed Countries. Kaifa Z, editor. J Environ Public Health [Internet]. 2022 Aug 25;2022:1–9. Available from: https://www.hindawi.com/journals/jeph/2022/9162584/
11. Kim YJ, Park JS, Jeon HM. Experiential value, satisfaction, brand love, and brand loyalty toward robot barista coffee shop: The moderating effect of generation. Sustainability (Switzerland) [Internet]. 2021 Nov 1 [cited 2023 Sep 19];13(21). Available from: https://doi.org/10.3390/su132112029
12. Lee TC, Peng MYP. Green Experiential Marketing, Experiential Value, Relationship Quality, and Customer Loyalty in Environmental Leisure Farm. Front Environ Sci [Internet]. 2021 May 28 [cited 2023 Sep 19];9. Available from: https://doi.org/10.3389/fenvs.2021.657523
13. Kim MS, Stepchenkova S. Examining the impact of experiential value on emotions, self-connective attachment, and brand loyalty in Korean family restaurants. Journal of Quality Assurance in Hospitality and Tourism [Internet]. 2018 Jul 3 [cited 2023 Sep 19];19(3):298–321. Available from: https://doi.org/10.1080/1528008X.2017.1418699
14. Ouazzani Y, Calderón-García H, Tubillejas-Andrés B. Opera streaming: perceived value as an explanatory factor for loyalty and intention to attend an opera in an opera house. Journal of Marketing Management [Internet]. 2022 Aug 18;1–29. Available from: https://doi.org/10.1080/0267257X.2022.2105936
15. Zhu ZY, Kim HC. Antecedents and Consequences of Flow Experience in Online Movie Information Sharing Behavior: An Empirical Study of Young Chinese Moviegoers Living in Korea. International Journal of Advanced Smart Convergence [Internet]. 2020;9(1):141–53. Available from: http://dx.doi.org/10.7236/IJASC.2020.9.1.141
16. Zhu DS, Lee ZC, Kuo MJ, Tumurtushaa T. Factors affecting Mongolian online game players’ satisfaction and loyalty. In: Proceedings - 2016 5th IIAI International Congress on Advanced Applied Informatics, IIAI-AAI 2016. Institute of Electrical and Electronics Engineers Inc.; 2016. p. 843–6.
17. Risal M, Aqsa M. Consumer Loyalty as Impact of Marketing Mix and Customer Satisfaction. MIMBAR : Jurnal Sosial dan Pembangunan. 2021 Dec 28;37(2).
18. Su YS, Chiang WL, James Lee CT, Chang HC. The effect of flow experience on player loyalty in mobile game application. Comput Human Behav. 2016 Oct 1;63:240–8.
19. Othman BA, Harun A, De Almeida NM, Sadq ZM. The effects on customer satisfaction and customer loyalty by integrating marketing communication and after sale service into the traditional marketing mix model of Umrah travel services in Malaysia. Journal of Islamic Marketing. 2021 Feb 23;12(2):363–88.
20. Xie Y. The Relationship Among Marketing Mix, Customer Satisfaction and Customer Loyalty of Chinese Tourists to Budget Hotel of Central Bangkok [Internet]. 2015. Available from: http://thaihotels.org
21. Kim WH, Cho JL, Kim KS. The relationships of wine promotion, customer satisfaction, and behavioral intention: The moderating roles of customers’ gender and age. Journal of Hospitality and Tourism Management [Internet]. 2019 Jun 1 [cited 2023 Sep 19];39:212–8. Available from: https://doi.org/10.1016/j.jhtm.2019.03.001
22. Clow KE, Baack D. Integrated advertising, promotion, and marketing communications. 8th ed. Harlow: Pearson Education Limited; 2018.
23. Kaveh A, Nazari M, van der Rest JP, Mira SA. Customer engagement in sales promotion. Marketing Intelligence and Planning [Internet]. 2021 Apr 11 [cited 2023 Sep 19];39(3):424–37. Available from: https://doi.org/10.1108/MIP-11-2019-0582
24. Oktavanny AY, Sulistiadi W. The Determinant Factors of Customer Satisfaction: Promotion, Service Quality and Brand Image. International Journal of Entrepreneurship and Business Development. 2022;5(2):312–22.
25. Blom A, Lange F, Hess RL. Omnichannel promotions and their effect on customer satisfaction. Eur J Mark [Internet]. 2021 Jan 1;55(13):177–201. Available from: https://doi.org/10.1108/EJM-12-2018-0866
26. Rua S, De Sousa Saldanha E, Amaral AM. Examining the Relationships between Product Quality, Customer Satisfaction and Loyalty in the Bamboo Institute, Dili, Timor-Leste [Internet]. Vol. 2, Journal of Business and Management. 2020. Available from: https://tljbm.org/jurnal/index.php/tljbm
27. Amrullah A, Taviprawati E, Permatasari D. The Effect of Product Quality and Customer Satisfaction on Customer Loyalty at Pempek 888 Taman Kenten Palembang Restaurant. TRJ Tourism Research Journal [Internet]. 2022 Apr 29 [cited 2023 Sep 19];6(1):49. Available from: https://doi.org/10.30647/trj.v6i1.157
28. Harzaviona Y, Yanuar T, Syah R. Effect of Customer Satisfaction on Customer Loyalty and Marketing Organization Performance in B2B Market Over Heavy Equipment Company. Journal of Multidisciplinary Academic. 2020;4(4).
29. Choi D, Kim J. Why People Continue to Play Online Games: In Search of Critical Design Factors to Increase Customer Loyalty to Online Contents. Cyber Psychology & Behavior [Internet]. 2004;7(1):11–24. Available from: www.liebertpub.com
30. Abu-Alhaija AS, Yusof RN, Hashim H, Jaharuddin NS. Determinants of Customer Loyalty: A Review and Future Directions. Aust J Basic Appl Sci [Internet]. 2018 [cited 2023 Sep 19];12(7):106–11. Available from: https://doi.org/10.22587/ajbas.2018.12.7.17
31. Manyanga W, Makanyeza C, Muranda Z. The effect of customer experience, customer satisfaction and word of mouth intention on customer loyalty: The moderating role of consumer demographics. Cogent Business & Management [Internet]. 2022;9(1):2082015. Available from: https://doi.org/10.1080/23311975.2022.2082015
32. Hair JF, Hult GTM, Ringle CM, Sarstedt Marko. A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). 2017. 1–363 p.
33. Kim SH, Yoo SR, Jeon HM. The role of experiential value, novelty, and satisfaction in robot barista coffee shop in South Korea: COVID-19 crisis and beyond. Service Business. 2022 Sep 1;16(3):771–90.
34. Rohani B, Rahman H, Iskandar S, Amar Jusman I, Tinggi Ilmu Ekonomi YPUP S. The Effect of Promotion, Price, and Facilities on Customer Satisfaction (A Case Study at Resto The Lobby). Journal of Innovation Research and Knowledge. 2021;1(7):375–80.
35. Wasiman B, Siagian M. Effect of Service Quality, Price and Promotion on Customer Loyalty in PT. Great Seasons Batam. Journal of Management Studies . 2022;10(1):23–8.
2. Lim R. Tencent Games Canangkan Ide Turnamen Arena of Valor World Cup! [Internet]. 2018 [cited 2022 Oct 20]. Available from: https://esports.id/arena-of-valor/news/2018/02/46922a0880a8f11f8f69cbb52b1396be/tencent-games-canangkan-ide-turnamen-arena-of-valor-world-cup
3. Qi X, Cheng Y. Sports App User Behavior Analysis: Participation Motivation, Satisfaction, and Loyalty. Security and Communication Networks. 2022;2022.
4. Naini NF, Sugeng Santoso, Andriani TS, Claudia UG, Nurfadillah. The Effect of Product Quality, Service Quality, Customer Satisfaction on Customer Loyalty. Journal of Consumer Sciences [Internet]. 2022 Feb 27 [cited 2023 Sep 19];7(1):34–50. Available from: https://doi.org/10.29244/jcs.7.1.34-50
5. do Carmo IS, Marques S, Dias Á. The Influence of Experiential Marketing on Customer Satisfaction and Loyalty. Journal of Promotion Management [Internet]. 2022;28(7):994–1018. Available from: https://doi.org/10.1080/10496491.2022.2054903
6. Kotler P, Armstrong G. Principles of Marketing. 18th ed. Pearson; 2020.
7. Wu CHJ, Liang R Da. Effect of experiential value on customer satisfaction with service encounters in luxury-hotel restaurants. Int J Hosp Manag. 2009 Dec;28(4):586–93.
8. Varshneya G, Das G, Khare A. Experiential value: a review and future research directions. Vol. 35, Marketing Intelligence and Planning. Emerald Group Publishing Ltd.; 2017. p. 339–57.
9. Lee W, Sung HK, Suh E, Zhao J. The effects of festival attendees’ experiential values and satisfaction on re-visit intention to the destination: The case of a food and wine festival. International Journal of Contemporary Hospitality Management [Internet]. 2017 [cited 2023 Sep 19];29(3):1005–27. Available from: https://doi.org/10.1108/IJCHM-10-2015-0559
10. Xue R, Li H. Characteristics, Experience, and Enlightenment of Leisure and Sports Policy and Public Health Development in Developed Countries. Kaifa Z, editor. J Environ Public Health [Internet]. 2022 Aug 25;2022:1–9. Available from: https://www.hindawi.com/journals/jeph/2022/9162584/
11. Kim YJ, Park JS, Jeon HM. Experiential value, satisfaction, brand love, and brand loyalty toward robot barista coffee shop: The moderating effect of generation. Sustainability (Switzerland) [Internet]. 2021 Nov 1 [cited 2023 Sep 19];13(21). Available from: https://doi.org/10.3390/su132112029
12. Lee TC, Peng MYP. Green Experiential Marketing, Experiential Value, Relationship Quality, and Customer Loyalty in Environmental Leisure Farm. Front Environ Sci [Internet]. 2021 May 28 [cited 2023 Sep 19];9. Available from: https://doi.org/10.3389/fenvs.2021.657523
13. Kim MS, Stepchenkova S. Examining the impact of experiential value on emotions, self-connective attachment, and brand loyalty in Korean family restaurants. Journal of Quality Assurance in Hospitality and Tourism [Internet]. 2018 Jul 3 [cited 2023 Sep 19];19(3):298–321. Available from: https://doi.org/10.1080/1528008X.2017.1418699
14. Ouazzani Y, Calderón-García H, Tubillejas-Andrés B. Opera streaming: perceived value as an explanatory factor for loyalty and intention to attend an opera in an opera house. Journal of Marketing Management [Internet]. 2022 Aug 18;1–29. Available from: https://doi.org/10.1080/0267257X.2022.2105936
15. Zhu ZY, Kim HC. Antecedents and Consequences of Flow Experience in Online Movie Information Sharing Behavior: An Empirical Study of Young Chinese Moviegoers Living in Korea. International Journal of Advanced Smart Convergence [Internet]. 2020;9(1):141–53. Available from: http://dx.doi.org/10.7236/IJASC.2020.9.1.141
16. Zhu DS, Lee ZC, Kuo MJ, Tumurtushaa T. Factors affecting Mongolian online game players’ satisfaction and loyalty. In: Proceedings - 2016 5th IIAI International Congress on Advanced Applied Informatics, IIAI-AAI 2016. Institute of Electrical and Electronics Engineers Inc.; 2016. p. 843–6.
17. Risal M, Aqsa M. Consumer Loyalty as Impact of Marketing Mix and Customer Satisfaction. MIMBAR : Jurnal Sosial dan Pembangunan. 2021 Dec 28;37(2).
18. Su YS, Chiang WL, James Lee CT, Chang HC. The effect of flow experience on player loyalty in mobile game application. Comput Human Behav. 2016 Oct 1;63:240–8.
19. Othman BA, Harun A, De Almeida NM, Sadq ZM. The effects on customer satisfaction and customer loyalty by integrating marketing communication and after sale service into the traditional marketing mix model of Umrah travel services in Malaysia. Journal of Islamic Marketing. 2021 Feb 23;12(2):363–88.
20. Xie Y. The Relationship Among Marketing Mix, Customer Satisfaction and Customer Loyalty of Chinese Tourists to Budget Hotel of Central Bangkok [Internet]. 2015. Available from: http://thaihotels.org
21. Kim WH, Cho JL, Kim KS. The relationships of wine promotion, customer satisfaction, and behavioral intention: The moderating roles of customers’ gender and age. Journal of Hospitality and Tourism Management [Internet]. 2019 Jun 1 [cited 2023 Sep 19];39:212–8. Available from: https://doi.org/10.1016/j.jhtm.2019.03.001
22. Clow KE, Baack D. Integrated advertising, promotion, and marketing communications. 8th ed. Harlow: Pearson Education Limited; 2018.
23. Kaveh A, Nazari M, van der Rest JP, Mira SA. Customer engagement in sales promotion. Marketing Intelligence and Planning [Internet]. 2021 Apr 11 [cited 2023 Sep 19];39(3):424–37. Available from: https://doi.org/10.1108/MIP-11-2019-0582
24. Oktavanny AY, Sulistiadi W. The Determinant Factors of Customer Satisfaction: Promotion, Service Quality and Brand Image. International Journal of Entrepreneurship and Business Development. 2022;5(2):312–22.
25. Blom A, Lange F, Hess RL. Omnichannel promotions and their effect on customer satisfaction. Eur J Mark [Internet]. 2021 Jan 1;55(13):177–201. Available from: https://doi.org/10.1108/EJM-12-2018-0866
26. Rua S, De Sousa Saldanha E, Amaral AM. Examining the Relationships between Product Quality, Customer Satisfaction and Loyalty in the Bamboo Institute, Dili, Timor-Leste [Internet]. Vol. 2, Journal of Business and Management. 2020. Available from: https://tljbm.org/jurnal/index.php/tljbm
27. Amrullah A, Taviprawati E, Permatasari D. The Effect of Product Quality and Customer Satisfaction on Customer Loyalty at Pempek 888 Taman Kenten Palembang Restaurant. TRJ Tourism Research Journal [Internet]. 2022 Apr 29 [cited 2023 Sep 19];6(1):49. Available from: https://doi.org/10.30647/trj.v6i1.157
28. Harzaviona Y, Yanuar T, Syah R. Effect of Customer Satisfaction on Customer Loyalty and Marketing Organization Performance in B2B Market Over Heavy Equipment Company. Journal of Multidisciplinary Academic. 2020;4(4).
29. Choi D, Kim J. Why People Continue to Play Online Games: In Search of Critical Design Factors to Increase Customer Loyalty to Online Contents. Cyber Psychology & Behavior [Internet]. 2004;7(1):11–24. Available from: www.liebertpub.com
30. Abu-Alhaija AS, Yusof RN, Hashim H, Jaharuddin NS. Determinants of Customer Loyalty: A Review and Future Directions. Aust J Basic Appl Sci [Internet]. 2018 [cited 2023 Sep 19];12(7):106–11. Available from: https://doi.org/10.22587/ajbas.2018.12.7.17
31. Manyanga W, Makanyeza C, Muranda Z. The effect of customer experience, customer satisfaction and word of mouth intention on customer loyalty: The moderating role of consumer demographics. Cogent Business & Management [Internet]. 2022;9(1):2082015. Available from: https://doi.org/10.1080/23311975.2022.2082015
32. Hair JF, Hult GTM, Ringle CM, Sarstedt Marko. A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). 2017. 1–363 p.
33. Kim SH, Yoo SR, Jeon HM. The role of experiential value, novelty, and satisfaction in robot barista coffee shop in South Korea: COVID-19 crisis and beyond. Service Business. 2022 Sep 1;16(3):771–90.
34. Rohani B, Rahman H, Iskandar S, Amar Jusman I, Tinggi Ilmu Ekonomi YPUP S. The Effect of Promotion, Price, and Facilities on Customer Satisfaction (A Case Study at Resto The Lobby). Journal of Innovation Research and Knowledge. 2021;1(7):375–80.
35. Wasiman B, Siagian M. Effect of Service Quality, Price and Promotion on Customer Loyalty in PT. Great Seasons Batam. Journal of Management Studies . 2022;10(1):23–8.
Published
2024-10-28
How to Cite
Widjaja, W. (2024). Improving E-Sport Player Loyalty: An Overview of the Game Industry in JABOTABEK, Indonesia. JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS, 9(2). https://doi.org/10.29407/nusamba.v9i2.21176
Section
Artikel
Copyright (c) 2024 William Widjaja
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
