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.
Highlights
In this 4.0 technology era, all industry sectors are required to make use of the internet and latest technology for running their business process
This paper aims to examine to what extent gamification is able to influence customer loyalty of international hotel chain in Surabaya
Rekomendasi kepada orang lain dapat menarik minat dari para calon pelanggan dalam menggunakan jasa yang ditawarkan oleh pihak hotel jaringan internasional melalui program loyalitas berbasis gamifikasi (Voorhees et al, 2017)
Summary
Gamifikasi adalah penerapan teknik desain dan elemen game dalam konteks non-game (Deterding et al, 2011; Huotari & Hamari, 2012; Zuo, Xiong, & Iida, 2017). Zuo et al (2017) mengilustrasikan ketiga bagian utama dari konsep gamifikasi sebagai berikut: 1. Game Elements: layanan yang dibangun oleh perancang game dengan menggunakan bagian dan potongan dari game. Salah satu cara yang dapat digunakan untuk mendorong persaingan adalah dengan memberikan hadiah ketika pemain dapat menyelesaikan tugas, yang dapat dilihat oleh pemain lain atau menggunakan papan peringkat. 3. Non-Game Context: konteks non-game dipahami sebagai segala sesuatu selain permainan itu sendiri, di mana tujuannya berada di luar permainan. Gamification berarti beberapa kegiatan sosial yang melibatkan beberapa kombinasi elemen game dan desain game dengan tujuan selain bermain game
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