Fomentando os comportamentos de compromiso dos clientes mediante programas de fidelización gamificados: un estudo desde a perspectiva de “obter valor, dar valor”

• Sara Catalán ^[1] ; Julia Marchan ^[1]
  1. [1] Universidad de Zaragoza

     Universidad de Zaragoza

     Zaragoza, España

     
• Localización: Revista galega de economía: Publicación Interdisciplinar da Facultade de Ciencias Económicas e Empresariais, ISSN-e 2255-5951, ISSN 1132-2799, Vol. 33, Nº. 3, 2024, págs. 163-183
• Idioma: gallego
• DOI: 10.15304/rge.33.3.9593
• Títulos paralelos:
  • Fostering customer engagement behaviour with gamified loyalty programmes: a study from the “value get, value give” perspective
• Enlaces
  • Texto completo
• Resumen
  • galego

    Este estudo aplica o marco teórico denominado “value get, value give” para explicar como os programas de lealdade gamificados xeran valor para as empresas. Proponse un modelo que foi contrastado e cuxo obxectivo é analizar se o valor percibido ofrecido por un programa de lealdade gamificado xera suficiente satisfacción nos clientes e se, posteriormente, esta satisfacción tradúcese en comportamentos de compromiso que engaden valor ás empresas. Analizáronse datos de 134 usuarios activos do programa de lealdade gamificado “Más Renfe”, pertencente a Renfe, líder español en transporte ferroviario de pasaxeiros e mercadorías, utilizando a metodoloxía de ecuacións estruturais de mínimos cadrados parciais. Os resultados mostran que o valor hedónico e o valor financeiro incrementan a satisfacción do usuario, mentres que o de trato preferente e a personalización non o fan.

    Ademais, unha maior satisfacción cos programas de lealdade gamificados facilita os comportamentos de compromiso dos clientes. Este estudo contribúe á literatura existente ao proporcionar evidencia empírica sobre a efectividade dos programas de lealdade gamificados para promover comportamentos de compromiso que xeran valor para as empresas.

  • English

    This study applies the “value get, value give” framework to explain how gamified loyalty programmes create value for firms. This study proposes a model which has been tested and whose aim is to analyse whether the perceived value offered by a gamified loyalty scheme generates enough customer satisfaction and whether this subsequently transforms into customer engagement behaviour that adds value to firms. Data from 134 active users of the gamified loyalty programme ‘Más Renfe’ belonging to Renfe, the Spanish leader in rail transport for passengers and goods, were analysed using partial least squares structural equation modelling. The findings show that hedonic and financial value increase user satisfaction, whereas preferential treatment and personalisation value do not. In addition, greater satisfaction with loyalty schemes facilitate customer engagement behaviour. This study contributes to the existing literature by providing empirical evidence of the effectiveness of real gamified loyalty programmes in promoting engagement behaviour that creates value for companies.

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