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

Abstract

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.

Analisis Pengaruh Faktor-Faktor Kunci Loyalitas Konsumen: Mengungkap Rahasia Keberhasilan Bisnis di Era Kompetitif

“…Sastra baru-baru ini telah mengeksplorasi berbagai aspek yang mempengaruhi loyalitas pelanggan, menyoroti interaksi yang kompleks dari faktor-faktor yang membentuk perilaku konsumen. Studi telah menyelidiki dampak kualitas layanan (Wibawa et al, 2022), kepuasan pelanggan (E. , keterlibatan merek (Zaidun et al, 2021) dan kebijakan manajemen sumber daya manusia (Mitaši=unait.e, 2021) pada loyalitas pelanggan di berbagai industri dan konteks. Studi ini secara kolektif menyoroti sifat multi-faceted loyalitas pelanggan dan kebutuhan bisnis untuk mengadopsi pendekatan holistik dalam memahami dan menangani faktor-faktor yang mendorong loyalitas klien.…”

“…Peningkatan e-commerce dan platform online telah mengubah cara bisnis berinteraksi dengan pelanggan, yang mengharuskan penilaian ulang strategi loyalitas tradisional. (Wibawa et al, 2022). Dalam konteks ini, memahami nuansa loyalitas pelanggan di era digital dan beradaptasi dengan perubahan preferensi dan perilaku konsumen telah menjadi prioritas bagi bisnis yang ingin berkembang di pasar yang kompetitif.…”

“…Kemajuan teknologi yang cepat dan proliferasi platform online telah mengubah cara pelanggan berinteraksi dengan bisnis dan membuat keputusan pembelian. (Wibawa et al, 2022). Model dan strategi loyalitas tradisional mungkin tidak sepenuhnya menangkap dinamika dan tantangan unik membangun loyalitas pelanggan di era digital, yang membutuhkan penelitian lebih lanjut untuk memahami peran teknologi digital, media sosial, dan keterlibatan pelanggan online dalam mendorong loyalitas.…”

The Influence of Service Quality, Brand Trust, and Advertising on the Purchase Decision during the Covid-19 Pandemic

“…During this pandemic, the quality of service sought byCustomers are more focused on the health protocols implemented by drivers and by the company. As a result, this is an impetus for GoRide services to maintain the quality of their services above their competitors while also exceeding the expectations of their customers (Sasono et al, 2021;Wibawa et al, 2022). Especially during this pandemic, it has become a natural thing for customers to expect services that are hygienic and comply with health protocols so that when they use GoRide services, they feel safe and avoid exposure to viruses.…”

Antecedents of Passenger Loyalty in Online Taxi Services: A Case Study of GoCar Services

“…Previous research also suggests conducting similar research in a cultural environment that is different from the geographical location of previous research (Ahmed et al, 2021). Not only that, research on ride-hailing passenger loyalty in Indonesia is so focused on two-wheeled ride-hailing services (GoRide and GrabBike), and rarely touches on the four-wheeled ridehailing market (Abadi et al, 2020;Irfianto, 2019;Wibawa et al, 2022). In addition, no quantitative research has been found that directly examines the relationship between switching costs and passenger loyalty for the fourwheeled ride-hailing market in Indonesia (Fu et al, 2018;Hadi et al, 2019;Samudro et al, 2018).…”