Proceedings of the 2nd International Conference on Business, Accounting, Banking, and Economics (ICBABE 2025)

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Increasing Customer Loyalty Through Market Orientation and Customer Engagement Grab Indonesia

Authors
Bandung Ibnu Majid1, *, Grace Tianna Solovida1
1Faculty of Economics and Bussines, BPD University, Semarang City, Indonesia
*Corresponding author. Email: bandungmadjid@gmail.com
Corresponding Author
Bandung Ibnu Majid
Available Online 27 October 2025.
DOI
10.2991/978-94-6463-862-2_32How to use a DOI?
Keywords
Customer Loyalty; Market Orientation; Customer Engagement
Abstract

This study aims to analyze the effect of market orientation on customer loyalty, with customer engagement as a mediating variable for Grab service users in Semarang Regency. The background of this study is based on the tight competition in the online transportation industry that demands companies to build stronger and more sustainable customer relationships. The method used was a quantitative approach with a purposive sampling technique on 96 respondents, and the data were analyzed using Structural Equation Modeling–Partial Least Square (SEM-PLS). The results show that market orientation has a positive and significant effect on customer engagement and loyalty. Customer engagement is also proven to have the most dominant influence on loyalty and partially mediates the relationship between market orientation and customer loyalty. These findings emphasize the importance of a customer-based strategy that does not only focus on transactional aspects, but also strengthens emotional engagement to build long-term loyalty. Managerial implications are suggested for the Grab CRM team to prioritize programs that improve two-way interactions and a holistic customer experience.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2nd International Conference on Business, Accounting, Banking, and Economics (ICBABE 2025)
Series
Advances in Economics, Business and Management Research
Publication Date
27 October 2025
ISBN
978-94-6463-862-2
ISSN
2352-5428
DOI
10.2991/978-94-6463-862-2_32How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Bandung Ibnu Majid
AU  - Grace Tianna Solovida
PY  - 2025
DA  - 2025/10/27
TI  - Increasing Customer Loyalty Through Market Orientation and Customer Engagement Grab Indonesia
BT  - Proceedings of the 2nd International Conference on Business, Accounting, Banking, and Economics (ICBABE 2025)
PB  - Atlantis Press
SP  - 360
EP  - 382
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-862-2_32
DO  - 10.2991/978-94-6463-862-2_32
ID  - Majid2025
ER  -