Boosting Brand Engagement and Loyalty through Gamified Loyalty Programmes

• Autores: Paula Bitrián Arcas, Sara Catalán Gil, Júlia Marchan Moreno
• Localización: UCJC Business & Society Review, ISSN-e 2659-3270, Vol. 19, Nº. 4, 2022, págs. 144-181
• Idioma: inglés
• Títulos paralelos:
  • Impulsando el compromiso y la lealtad de marca a través de programas de lealtad gamificados
• Enlaces
  • Texto completo
• Resumen
  • español

    La gamificación se presenta como una estrategia para aumentar la efectividad de los programas de lealtad tradicionales a través de un mayor compromiso. Este estudio analiza cómo el compromiso con los programas de lealtad gamificados aumenta el compromiso y la lealtad de marca. A partir de datos de usuarios del programa de lealtad gamificado MyMcDonald’s Rewards, los resultados mostraron que el compromiso con el programa aumenta el compromiso con la marca y éste aumenta la lealtad de marca, la cuota de compra y la cuota de presupuesto dedicados a dicha marca.

  • English

    Gamification has emerged as a way of increasing conventional loyalty programmes ef-fectiveness by promoting engagement. This study analyses whether gamified loyalty programme engagement transfers to a more enduring engagement and loyalty towards the brand. Using data from members of MyMcDonald’s Rewards, the results showed that customer engagement with the gamified loyalty programme promotes customer brand en-gagement, which subsequently favours brand loyalty and increases share-of-purchase and share-of-wallet

• Referencias bibliográficas
  • Abou-Shouk, M., & Soliman, M. (2021). “The impact of gamification adoption intention on brand awareness and loyalty in tourism: The mediating...
  • Bruneau, V., Swaen, V., & Zidda, P. (2018). “Are loyalty program members really engaged? Measuring customer engagement with loyalty programs”....
  • Carmines, E., & Zeller, R. (1979). “Reliability and validity assessment”, in J., Sullivan and R., Niemi (Eds), Sage university paper series...
  • Deterding, S., Dixon, D., Khaled, R., & Nacke, L. (2011). “From game design elements to gamefulness: Defining gamification”. MindTrek,...
  • Flynn, J. (2022). 40 fascinating mobile app industry statistics [2022]: The success of mobile apps in the U.S., Zippia.com. Retrieved from:...
  • Fornell, C., & Larcker, D.F. (1981). “Evaluating structural equation models with unobservable variables and measurement error”. Journal...
  • Gao, M., & Huang, L. (2021). “Quality of cannel integration and customer loyalty in omnichannel retailing: The mediating role of customer...
  • Hair, J., Hollingsworth, C.L., Randolph, A.B., & Chong, A.Y.L. (2017). “An updated and expanded assessment of PLS-SEM in information systems...
  • Hollebeek, L.D., Das, K., & Shukla, Y. (2021). “Game on! How gamified loyalty programs boost customer engagement value”. International...
  • Hwang, J., & Choi, L. (2020). “Having fun while receiving rewards?: exploration of gamification in loyalty programs for consumer loyalty”....
  • Kim, J., Steinhoff, L., & Palmatier, R. (2021). “An emerging theory of loyalty program dynamics”. Journal of the Academy of Marketing...
  • Kumar, V., & Kaushik, A. (2022). “Engaging customers through brand authenticity perceptions: The moderating role of self-congruence”....
  • Lim, W., Rasul, T., Kumar, S., & Ala, M. (2022). “Past, present, and future of customer engagement”. Journal of Business Research, 40,...
  • MSI Marketing Science Institute (2020). Research Priorities 2020-2022. Retrieved from: https://www.msi.org/wp-content/uploads/2020/06/MSI_RP20-22.pdf
  • Monferrer, D., Moliner, M.A., & Estrada, M. (2016). “Increasing customer loyalty through customer engagement in the retail banking industry”....
  • Nunnally, J.C., & Bernstein, I.H. (1994). “Psychometric Theory, 3rd ed.” New York: McGrawHill. Pansari, A., & Kumar, V. (2017). “Customer...
  • Prentice, C., Han, X. Hua, L., & Hu, L. (2019). “The influence of identity-driven customer engagement on purchase intention”. Journal...
  • Sailer, M., Hense, J. U., Mayr, S. K., & Mandl, H. (2017). “How gamification motivates: An experimental study of the effects of specific...
  • So, J., Danaher, T., & Gupta, S. (2015). “What do customers get and give in return for loyalty program membership?” Australasian Marketing...
  • So, K., King, C., Sparks, B., & Wang, Y. (2016). “The role of customer engagement in building consumer loyalty to tourism brands”. Journal...
  • Statista (2022). Average loyalty program membership in the United States from 2015 to 2021. Retrieved from: https://www.statista.com/statistics/618744/average-number-of-loyaltyprograms-us-consumers-belong-to/
  • Verhoef, P.C. (2003). “Understanding the effect of customer relationship management efforts on customer retention and customer share development”....
  • Vivek, S.D., Beatty, S.E., & Morgan, R.M. (2012). “Customer Engagement: Exploring customer relationships beyond purchase”. Journal of...
  • Vivek, S.D., Beatty, S.E., Dalela, V., & Morgan, R.M. (2014). “A generalized multidimensional scale for measuring customer engagement”,...
  • Werbach, K., & Hunter, D. (2012). “For the Win: How game thinking can revolutionize your business”. Wharton digital Press.
  • Wongsansukcharoen, J. (2022). “Effect of community relationship management, relationship marketing orientation, customer engagement, and brand...
  • Yi, Y., & Jeon, H. (2003). “Effects of loyalty programs on value perceptions, program loyalty and brand loyalty”. Journal of the Academy...