Gamification as a marketing strategy for Garuda Indonesia loyalty program

This paper addresses issues about how gamification can provide a breakthrough marketing strategy for Garuda Indonesia Loyalty Program. Garuda Indonesia is a well-known national airline in Indonesia. However, the survey found that the Garuda Indonesia loyalty program and does not attractive enough fo...

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Autor principal:	Donafeby Widyani
Formato:	article
Lenguaje:	EN
Publicado:	Ümit Hacıoğlu 2021
Materias:	gamification loyalty program garuda indonesia marketing Social Sciences H
Acceso en línea:	https://doaj.org/article/7af38b79ea894d4eb52f678cab23c980
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id	oai:doaj.org-article:7af38b79ea894d4eb52f678cab23c980
record_format	dspace
spelling	oai:doaj.org-article:7af38b79ea894d4eb52f678cab23c9802021-11-22T06:53:43ZGamification as a marketing strategy for Garuda Indonesia loyalty program2147-447810.20525/ijrbs.v10i7.1405https://doaj.org/article/7af38b79ea894d4eb52f678cab23c9802021-11-01T00:00:00Zhttps://www.ssbfnet.com/ojs/index.php/ijrbs/article/view/1405https://doaj.org/toc/2147-4478This paper addresses issues about how gamification can provide a breakthrough marketing strategy for Garuda Indonesia Loyalty Program. Garuda Indonesia is a well-known national airline in Indonesia. However, the survey found that the Garuda Indonesia loyalty program and does not attractive enough for consumers. Garuda Indonesia should maintain its loyalty program to attract more consumers. Moreover, the frequent flyer program is one way to differentiate the products offered by an airline from other competitors. Answering that phenomenon, Garuda Indonesia launched a mobile application that has several offers for consumers. However, Consumers still tend to choose other mobile applications. Garuda Indonesia’s marketer should encourage consumers to use the mobile application with the loyalty program inside the mobile application. The study suggests that Garuda Indonesia can add the gamification concept to the Garuda Indonesia Mobile application to increase loyalty to GarudaMiles users.Donafeby WidyaniÜmit Hacıoğluarticlegamificationloyalty programgaruda indonesiamarketingSocial SciencesHENInternational Journal of Research In Business and Social Science, Vol 10, Iss 7, Pp 418-422 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	gamification loyalty program garuda indonesia marketing Social Sciences H
spellingShingle	gamification loyalty program garuda indonesia marketing Social Sciences H Donafeby Widyani Gamification as a marketing strategy for Garuda Indonesia loyalty program
description	This paper addresses issues about how gamification can provide a breakthrough marketing strategy for Garuda Indonesia Loyalty Program. Garuda Indonesia is a well-known national airline in Indonesia. However, the survey found that the Garuda Indonesia loyalty program and does not attractive enough for consumers. Garuda Indonesia should maintain its loyalty program to attract more consumers. Moreover, the frequent flyer program is one way to differentiate the products offered by an airline from other competitors. Answering that phenomenon, Garuda Indonesia launched a mobile application that has several offers for consumers. However, Consumers still tend to choose other mobile applications. Garuda Indonesia’s marketer should encourage consumers to use the mobile application with the loyalty program inside the mobile application. The study suggests that Garuda Indonesia can add the gamification concept to the Garuda Indonesia Mobile application to increase loyalty to GarudaMiles users.
format	article
author	Donafeby Widyani
author_facet	Donafeby Widyani
author_sort	Donafeby Widyani
title	Gamification as a marketing strategy for Garuda Indonesia loyalty program
title_short	Gamification as a marketing strategy for Garuda Indonesia loyalty program
title_full	Gamification as a marketing strategy for Garuda Indonesia loyalty program
title_fullStr	Gamification as a marketing strategy for Garuda Indonesia loyalty program
title_full_unstemmed	Gamification as a marketing strategy for Garuda Indonesia loyalty program
title_sort	gamification as a marketing strategy for garuda indonesia loyalty program
publisher	Ümit Hacıoğlu
publishDate	2021
url	https://doaj.org/article/7af38b79ea894d4eb52f678cab23c980
work_keys_str_mv	AT donafebywidyani gamificationasamarketingstrategyforgarudaindonesialoyaltyprogram
_version_	1718418112009732096

Gamification as a marketing strategy for Garuda Indonesia loyalty program

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