THE IMPORTANCE OF CUSTOMER EXPERIENCE ON CUSTOMER LOYALTY: A CASE STUDY OF VIDEO GAMES

• Main Author: Akbar Rafindy, Veiro
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/77578
• Institution: Institut Teknologi Bandung

Customer experience is an important aspect of any service or product that a company must focus on. However, little research is done in this field, making it an often overshadowed concept when talking about what makes a product or service successful, especially within the world of video games. This dissertation aims to research further on the topic of how does customer experience affect loyalty in the video game industry and what affects customer experience within the video game industry. By employing a qualitative analysis using in- depth interview, and analysing the data using inductive coding, this study aims to shed light on the given topic of customer experience for video game players. The findings of the research shows that there is indeed a correlation between the experiences the players feel during the gameplay and how loyal they are towards the game in the long run. A positive customer experience during gameplay tends to inspire players to play the game in the future, whether it is the same game or a continuation of a previously played game. A negative experience, on the other hand, discourages players to play the game in the future, no matter how much they liked it at one point in their lives. As such, the results in this paper can further contribute to the understanding of how experiences are made during the gameplay of video games and how it can be applied to create much healthier, better video games in the foreseeable future.