The Influence of Customer Engagement Experiences Between Satisfaction and Loyalty Relationships on Freemium Business Model

DOI

10.2991/aebmr.k.201222.011How to use a DOI?

Keywords

Freemium, Satisfaction, Loyalty Intention, Customer Engagement Experiences

Abstract

The objective of this study is to develop a research framework based on customer’s engagement experiences framework including social facilitation, temporal experience, utilitarian value, and intrinsic enjoyment of the freemium business model. In recent years, several software application providers have developed their business models by increasing large users’ databases, offering added value for users, and increasing the type of service. This business model is called freemium. Freemium allows its users to access its software applications for free and improve the features whenever they need. Although many users are satisfied, many companies fail to implement this model because many users do not want to pay more. In fact, user’s satisfaction does not always influence a user’s loyalty under certain circumstances. On the other hand, user’s engagement can encourage long-term relationships between companies and users. The originality of this study is the moderating role of customer’s engagement experiences in the satisfaction – loyalty relationship of the freemium software application. This research uses a quantitative approach. The questionnaire was successfully distributed to obtain 274 respondents. The data is analysed by SEM. The results of this study indicate that social facilitation is one of the dimensions of customer’s engagement experiences, which has the most encouraging factor on users to continue their intention to use and purchase.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Muhammad Rezky Rahmansyah
AU  - Sri Rahayu Hijrah Hati
PY  - 2020
DA  - 2020/12/23
TI  - The Influence of Customer Engagement Experiences Between Satisfaction and Loyalty Relationships on Freemium Business Model
BT  - Proceedings of the International Conference on Business and Management Research (ICBMR 2020)
PB  - Atlantis Press
SP  - 79
EP  - 84
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.201222.011
DO  - 10.2991/aebmr.k.201222.011
ID  - Rahmansyah2020
ER  -