HOW CUSTOMER EXPERIENCE OF ALLO BANK FESTIVAL INFLUENCES CUSTOMER LOYALTY

• Main Author: Afifah Harahap, Anggi
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/77295
• Institution: Institut Teknologi Bandung

Allo Bank Festival, a 3 day music festival held by Allo Bank on the 20th to 22nd of May in Jakarta which stars a few major Indonesian musicians and famous K-Pop groups. Allo Bank Indonesia, a digital bank under CT Corp, created this festival for its grand launch. By utilizing Indonesian K-Pop fans' intense commitment towards their idols which causes them to become highly willing shoppers of products or services related to their idols, as well as the rush of excitement the Indonesian public have of attending music festivals again after Covid-19 social restrictions, this festival attracted roughly 90,000 leads and new customers for Allo Bank, and caused a high amount of brand awareness for the bank in such a short time. This study will analyse how customer experience of Allo Bank Festival visitors affects customer satisfaction, and how the customer satisfaction affects the visitors’ decision to become loyal customers of Allo Bank or not. In order to do that, this paper uses a qualitative approach, and the primary data were collected through semi-structured interviews with visitors of Allo Bank Festival 2022 through text messaging and voice call. A sample of 10 visitors were interviewed, providing a detailed and extensive insight on their perspective about Allo Bank and Allo Bank Festival 2022. The data analysis was done using thematic analysis where themes that are common in the interviewees' answers and the codes which support those themes are identified. The results of the study will provide conclusions and recommendations that can be used by future researchers and marketers on how customer experience heavily affects customer loyalty, and how they can improve.