THE STUDY OF CUSTOMER EXPERIENCE ON GRAB SUBSCRIPTION PLAN PROGRAM AND ITS EFFECTS TOWARDS CUSTOMER LOYALTY ON GRAB COMPANY

• Main Author: Syauqin Aryndani, Athifah
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/64369
• Institution: Institut Teknologi Bandung

In riding hailing services, Grab launched its new feature named Grab Subscription Plan program that launched in December 2018. Previously, Grab said that this subscription feature is the tool of a company to overcome price wars with Go-Jek and to sustain customer loyalty for the long-term strategy. But every product or service may lead to different experiences in a different person. This is why knowing customer experience that has an impact on customer loyalty is important. Hence, the objective of this research is to identify the factors that influence customer experiences on the Grab subscription plan program and analyze the impact of customer experience on the Grab subscription plan program towards customer loyalty through customer satisfaction as a mediating variable. This study using semi-structured interviews and an online survey method to collect the data, while using open coding and PLS-SEM to analyze the data. The result indicates that there are some factors (facilitating condition, program offering&policy, and social influence) that significantly affect customer experience. Furthermore, customer experience and customer satisfaction towards the Grab subscription plan significantly affect customer loyalty on Grab company. The finding of this research is expected to enhance the Grab company’s knowledge about managing customer experience of the Grab subscription plan and can maximize the profit by the creation of customer loyalty in Indonesia.