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An optimizing omni-channel strategy for ride-hailing companies: The case of GOJEK in Indonesia

Author

Listed:
  • Laras Dessyanawaty
  • Yung-Shen Yen

Abstract

This study aims to analyse GOJEK, the largest on-demand, ride-hailing service in Indonesia, and optimize its omni-channel strategy. A content analysis of using website information, internet documents and journal papers was conducted. This study found that although GO-JEK is already strong in its multiple channels, it might be a great idea to improve customer’s experience through its optimizing omni-channel strategy. The idea is to connect and maximize their online and offline channels. Therefore, we proposed four approaches, namely creating offline booths, opening drop-offs sites in supermarkets, collaboration with e-commerce sites for the same city delivery, and availability to order from GO-JEK websites.  JEL classification numbers: M15, M30, M31Keywords: GOJEK, Omni-channel strategy, Ride-hailing, Online transportation.

Suggested Citation

  • Laras Dessyanawaty & Yung-Shen Yen, 2020. "An optimizing omni-channel strategy for ride-hailing companies: The case of GOJEK in Indonesia," Advances in Management and Applied Economics, SCIENPRESS Ltd, vol. 10(1), pages 1-4.
    • Handle: RePEc:spt:admaec:v:10:y:2020:i:1:f:10_1_4
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    References listed on IDEAS

    as
    1. Verhoef, Peter C. & Kannan, P.K. & Inman, J. Jeffrey, 2015. "From Multi-Channel Retailing to Omni-Channel Retailing," Journal of Retailing, Elsevier, vol. 91(2), pages 174-181.
    2. Karine Picot-Coupey & Elodie Huré & Lauren Piveteau, 2016. "Channel design to enrich customers’ shopping experiences: synchronizing clicks with bricks in an omni-channel perspective - the Direct Optic case," Post-Print halshs-01290473, HAL.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    gojek; omni-channel strategy; ride-hailing; online transportation.;
    All these keywords.

    JEL classification:

    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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