Examining GOJEK Drivers' Loyalty: The Influence of GOJEK's Partnership Mechanism and Service Quality

Fatimah Azzahro, Muhammad Aulia Adil, Arya Fathurrahman, Athifah Fidelia Sectianri, Nabila Laili Halimah, Achmad Nizar Hidayanto, Adhi Yuniarto Laurentius Yohanes

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

Abstract

The emerging ride-hailing services providing services to 60.7 million customers daily has, in aggregate, become a US$5, 261 million industry in Indonesia. Such a flourishing industry is being overpowered by two companies, GOJEK and GRAB. Most research is focused on how to maintain and gain more customers in ride-hailing companies while forgetting that drivers are as essential as customers in the industry. This paper aims to understand GOJEK drivers' loyalty toward the company, by examining the role of partnership and service quality provided by GOJEK for them. The study uses a quantitative approach to 150 respondents and then analyze the data using PLS-SEM. The study shows that partnership has a significant influence on trust, service quality, and driver satisfaction towards the company. Meanwhile, trust and satisfaction have a significant direct effect on loyalty. Thus, to improve drivers' loyalty, GOJEK needs to strengthen its partnership with drivers and provide better service quality for them.

Original languageEnglish
Title of host publication2020 5th International Conference on Informatics and Computing, ICIC 2020
PublisherInstitute of Electrical and Electronics Engineers Inc.
ISBN (Electronic)9781728180472
DOIs
Publication statusPublished - 3 Nov 2020
Event5th International Conference on Informatics and Computing, ICIC 2020 - Virtual, Jakarta, Indonesia
Duration: 3 Nov 20204 Nov 2020

Publication series

Name2020 5th International Conference on Informatics and Computing, ICIC 2020

Conference

Conference5th International Conference on Informatics and Computing, ICIC 2020
CountryIndonesia
CityVirtual, Jakarta
Period3/11/204/11/20

Keywords

  • Drivers
  • Loyalty
  • Partnership
  • Ride-hailing services
  • Service quality
  • Trust

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