Role of Brand Loyalty and Brand Commitment on SMEs in Digital Game Making

Abstract

It is impossible to produce quality products and services without quality people and processes. Services in general are intangible and cannot be fully owned by consumers. Consumers pay in return for the convenience, service and satisfaction they receive from the service, not for ownership of the service. If not controlled, this can have a negative impact on the company, because many customers feel dissatisfied. Service businesses place great importance on the human element. High consumer value creates customer loyalty. This is the basis for consumers to be able to buy products or services from the same place repeatedly and not switch to other competing companies. Service is an activity or benefit offered to consumers or service users so that it can satisfy or meet consumer needs and desires.