Elaborating Gamification Model for PLN Mobile Application to Increase Customer Engagement

Abstract

PLN Mobile is one of the transformation programs in PT PLN (Persero) that is dedicated to giving single access for all customer needs related to electricity and to strives for business process streamlining in customer services. However, customer engagement di PLN Mobile is still very low. A review of the last decade’s literature indicates that gamification is one of the application features that is effective to increase customer engagement. Therefore, this research objective is to elaborate gamification models for the PLN Mobile application that is appropriate to its customer needs. This research starts with a benchmark on other applications and the result shows that the gamification models applied can be classified into three categories of character i.e: immersion, achievement, and social interaction. The next step is the development of a model with gamification characters, service quality, reward program, customer engagement, and customer loyalty as the variables. A customer survey then is executed to test the model. An analysis of the 288 valid responses brings the conclusion that customer engagement is affected significantly by achievement and social interaction type of gamification. However, the strongest effect comes from service quality and reward program. Customer loyalty is strongly affected by customer engagement.