Gojek VS Grab:谁在创造客户满意度和忠诚度方面做得更好?

IF 1.6 Q3 BUSINESS, FINANCE

Australasian Accounting Business and Finance Journal Pub Date : 2022-03-31 DOI:10.33086/bfj.v7i1.2607

Berto Mulia Wibawa, G. Anggadwita, R. R. Mardhotillah, Syarief Nur Husin, Alyaa Zalfaa Komara Putri, Siska Lusia Putri

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引用次数: 3

摘要

在线叫车服务现在正成为全球旅行的热门选择，包括印尼的消费者。然而，新冠肺炎疫情给网约车公司带来了许多不可抗力问题。这些情况导致大量的客户不满，低转换成本，以及客户使用网约车服务的不忠诚。特别地，本研究旨在调查Gojek和Grab的顾客满意度和忠诚度水平的比较。本研究采用在线调查的方法，总共有569个可用的在线回复样本。通过计算重要性-绩效分析、顾客满意度指数和顾客忠诚度指数进行数据分析。我们的研究结果表明，两家公司之间的竞争非常激烈。从服务满意度来看，Gojek略好于Grab。然而，在忠诚度方面，Grab消费者的忠诚度水平高于Gojek消费者。因此，Gojek和Grab拥有多样化的服务策略，为社会提供更多样化的利益，而不是直接竞争。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Gojek VS Grab: Which One Is Better in Creating Customer Satisfaction and Loyalty?

Online ride-hailing is now becoming a popular option for customers to travel worldwide, including for consumers in Indonesia. However, the Covid-19 pandemic caused many force majeure problems for companies serving online ride-hailing services. These situations lead to numerous customer dissatisfaction, low switching cost, and disloyalty for customers to use online ride-hailing services. In particular, this study aims to investigate the comparison of customer satisfaction and loyalty level between Gojek and Grab. This study used the online-survey method with a total sample of 569 usable online responses. The data analysis was carried out by calculating the importance-performance analysis, customer satisfaction index, and customer loyalty index. Our findings illustrate that the competition between two companies is very tight and competitive. Based on service satisfaction, Gojek is slightly better than Grab. Nevertheless, in terms of loyalty, the level of loyalty of Grab consumers is more loyal than Gojek consumers. Hence, instead of competing head to head, it would be more effective for Gojek and Grab to have diverse service strategies to provide more varied benefits to society.

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来源期刊

Australasian Accounting Business and Finance Journal BUSINESS, FINANCE-

CiteScore

3.90

自引率

15.80%

发文量

审稿时长

24 weeks

期刊介绍： The Australasian Accounting, Business and Finance Journal is a double blind peer reviewed academic journal. The main focus of our journal is to encourage research from areas of social and environmental critique, exploration and innovation as well as from more traditional areas of accounting, finance, financial planning and banking research. There are no fees or charges associated with submitting to or publishing in this journal.