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The Roles of Product Innovation, Product Attributes, Digital Platform Capabilities, and Customer Engagement, Towards Customer Loyalty in the Video Game Industry

In: Proceedings of the 5th International Conference on Global Innovation and Trends in Economy 2024 (INCOGITE 2024)

Author

Listed:
  • Fadly Adismar

    (Swiss German University)

  • Soebowo Musa

    (Swiss German University)

Abstract

The development of the video game industry has captured the largest market share in the entertainment sector. A phenomenon occurring in the video game industry is the failure of new game launches to replicate the success of their predecessors. This study seeks to explore the roles of product innovation, product attributes, digital platform capabilities, and customer engagement on customer loyalty in the video game industry to understand the reasons behind this phenomenon. A total of 350 questionnaires were distributed, and 254 respondents participated, resulting in a response rate of 72.5%. All respondents were video game players located in Indonesia. The research findings indicate that higher engagement of video game players with a particular game makes them reluctant or resistant to switching to other games, even if those games are released by the same company.

Suggested Citation

  • Fadly Adismar & Soebowo Musa, 2024. "The Roles of Product Innovation, Product Attributes, Digital Platform Capabilities, and Customer Engagement, Towards Customer Loyalty in the Video Game Industry," Advances in Economics, Business and Management Research, in: Soebowo Musa & Eric J. Nasution & Derek Ong Lai Teik & Hanny N. Nasution & Gilbert M. Tumibay & Amiz (ed.), Proceedings of the 5th International Conference on Global Innovation and Trends in Economy 2024 (INCOGITE 2024), pages 871-884, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-585-0_59
    DOI: 10.2991/978-94-6463-585-0_59
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