Enhancing Customer Referral Values: How Control Based Contributions Among Mobile Legends Players in Jakarta

Wempi Darwis Napitupulu; Yolanda Soedibyo

Συγγραφείς

Wempi Darwis Napitupulu Universitas Pelita Harapan
Yolanda Soedibyo Universitas Pelita Harapan

Λέξεις-κλειδιά:

Control Base Contributions, Collaborative Contributions, Individual Contributions, Calculated Contributions, Customer Learning/Knowledge Values, Customer Influences Values, Customer Referral Values, Customer Loyalty

Περίληψη

This study investigates the impact of various contributions - Control Based Contributions, Collaborative Contributions, Individual Contributions, and Calculated Contributions - alongside Customer Learning/Knowledge Values, Customer Influences Values, and Customer Referral Values on Customer Loyalty among Mobile Legends players in Jakarta. With the rising popularity of online mobile games, particularly Mobile Legends, understanding these dynamics is crucial for game developers aiming to foster loyalty and enhance user engagement. This research addresses significant gaps in the literature regarding the effects of gamification and customer involvement in online gaming, providing insights that could inform marketing strategies and loyalty programs within the gaming industry.

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