The Effect of Mobile Gamification on Brand Loyalty

The purpose of this study is mainly to use the gamification concept to design a mobile gaming app (application) for contextual marketing, and we will integrate digital game design technologies, such as augmented reality (AR) and global positioning system (GPS). The study will then look at associated consumer value and brand loyalty created by the users after experiencing the mobile game. Accordingly, we define the eight elements of a mobile gamification design, including coping-escape, fantasy, recreation, social, omnipotence, competition, skill development, and location-based. This research model treats “location-based” as a formative second-order construct driven by ubiquitous connectivity and contextual offer. Consumer value and brand loyalty are also a second-order construct. The study will conduct a quasi-experimental research to verify our model. It is hoped that service managers can benefit from the insights discovered from this study and implement more effective management strategies for effective performance

The Effect of Mobile Gamification on Brand Loyalty

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Gamification: Explaining Brand Loyalty in Mobile Applications

Gamification is one specific way to increase mobile app users’ brand loyalty. We propose that the frequency with which one uses immersion-, achievement- and social-related features relates to brand loyalty. To provide empirical evidence for this proposal, we obtained quantitative data from surveying 243 users on the mobile application Duolingo and conducted a fuzzy-set qualitative comparative analysis (fsQCA). We found that users need to frequently use immersion- and achievement-related features to result in high brand loyalty. On the contrary, we found users who infrequently use at least two gamification features have low brand loyalty. These findings extend the gamification literature by revealing an interaction between multiple gamification features and extend mobile application research by showing how gamification features relate to high and low brand loyalty. We also guide practitioners on how to identify users at risk to discontinue and reduce customer churn

Customer loyalty through gamification: MB Way case study

Gamification has been applied in various contexts, following evolving technology and innovation trends. This study aims to investigate gamification's impact on customer loyalty through an analysis of the MB WAY Challenge. Due to the current pandemic, the population has been adapting its behaviour towards payment methods, increasing financial transactions through their smartphones. As such, this case study of the MB WAY Challenge has been following this trend, providing game components to its side to reach new users. The literature review provides an overview of the main concepts to be addressed: gamification, enjoyment, engagement, behaviour intention, and customer loyalty. The framework was developed based on the literature review and other models developed by other authors. The empirical part of the present study was conducted through an online survey distributed through several channels to obtain as many respondents as possible. Partial Least Squares (PLS) were used to evaluate the research. The results revealed that gamification significantly impacts customer loyalty through user behaviour intention, while engagement intention does not influence consumer loyalty. Other conclusions were drawn, having specific implications that may contribute to future studies making conscious decisions when determining the antecedents for a more complex analysis of gamification's impact on customer loyalty.A gamificação tem vindo a ser aplicada em diversos contextos, acompanhando a tendência de evolução da tecnologia e inovação. O propósito deste estudo é investigar o impacto que a gamificação tem na fidelização dos clientes, através de uma análise ao MB WAY Challenge. Devido à atual pandemia com que nos deparamos, a população tem vindo a adaptar o seu comportamento face aos métodos de pagamento, aumentando as transações financeiras através dos seus smartphones. Como tal, o presente caso de estudo do MB WAY Challenge tem vindo a acompanhar esta tendência, proporcionando componentes de jogo à sua vertente, para alcançar novos utilizadores. A revisão de literatura serve para dar um overview dos principais conceitos a serem abordados, nomeadamente, gamificação, prazer, engajamento, intenção de comportamento, e fidelização de clientes. O enquadramento foi desenvolvido com base na revisão de literatura e noutros modelos desenvolvidos por outros autores. A parte empírica do presente estudo foi realizada através de um questionário online, que foi distribuído por diversos canais para obter o maior número de respondentes possíveis. O Partial Least Squares (PLS) foi utilizado para avaliar a investigação. Os resultados revelaram que a gamificação tem um impacto positivo significativo na fidelização de clientes, através da intenção de comportamento do utilizador, enquanto a intenção de engajamento não influencia a fidelização dos consumidores. Outras conclusões foram retiradas, tendo certas implicações que podem contribuir para que estudos futuros possam realizar decisões conscientes quando determinarem os antecedentes para uma análise mais complexa do impacto da gamificação na fidelização de clientes

Gamification and online consumer decisions: Is the game over?

Consumption can be more than just a necessity; it can become a leisure activity. With the emergence of e-commerce and social media, products and services are just one click away; a trend that is further driven by gamified systems. This research aims to systematically analyze the most relevant academic literature on gamification, to establish if it influences online consumer decisions and, if so, which elements, mechanisms, and theories can explain it. After a thorough search from Web of Science and Scopus databases using SciMAT, 257 papers were analyzed. Twenty-nine (29) of the 36 papers found show empirical evidence that the inclusion of game elements in non-game activities has a significant influence on consumer engagement and online consumer decisions in digital contexts. Moreover, rewards and challenges were identified as the two most used mechanisms, with points, badges, and leaderboards being the most tested gamification elements. The Self- Determination Theory (SDT) and the Technology Acceptance Model (TAM) are the two most common theoretical explanations for why gamification works. Lastly, possible future studies to include thematic, methodological and theoretical agendas were discussed

Exploring Consumer Engagement in Gamified Health and Fitness Mobile Apps

This paper explores how Generation Y engages with gamified health and fitness mobile apps focussing on the popular Nike+ and Fitbit apps. An interpretative approach was adopted whereby ten in-depth interviews were carried out to explore this phenomenon from the perspective of the user. Findings suggest that consumers enjoy receiving intrinsic rewards but these only hold value when players understand the behaviour or activity for why they are being rewarded. It was also found that consumers would welcome social media integration in the gamified apps only if a purpose is clearly identified. Finally, competitive elements, such as leaderboards, points and status, are most likely to enhance consumer engagement but brands need to create opportunities for constructive competition

Gamification of mobile money payment for generating customer value in emerging economies: The social impact theory perspective

This study develops and tests an integrated model of the social impact and customer value theories to understand how gamification of mobile money payment could generate customer value through its social impact. Cross-sectional data were collected from 567 mobile money payment users in Ghana to test twelve hypotheses using structural equation modelling (SEM). The study showed a positive and significant relationship between the gamified mobile money payment (Gmmp) and the social impact theory constructs, and consequently with the customer value propositions. The Gmmp was found to have a significantly positive relationship with all three social impact constructs of internalisation, compliance, and identification. However, compliance was significantly predictive of all the customer value constructs (customer engagement, satisfaction, and loyalty); identification was significantly predictive of satisfaction and loyalty; internalisation was not significantly predictive of any of the customer value outcomes. The results show that Gmmp could create a substantial social impact on users to generate value for the customer and all service providers within the mobile money ecosystem. The results have implications for technology innovations, particularly the potential use of gamification at all customer touchpoints in the mobile money and financial technology services delivery value chain

Gamifikasi sebagai Metode untuk Mendapatkan Customer Loyalty: Review Literatur

Customer loyalty merupakan salah satu hal penting dibidang bisnis. Hal tersebut dikarenakan customer loyalty dapat memberikan tambahan pendapatan bagi sektor bisnis. Customer loyalty diterapkan tidak hanya pada bisnis retail saja, tetapi banyak sektor bisnis lainnya yang menerapkannya. Customer loyalty memiliki beberapa variabel dan faktor yang dapat mempengaruhinya. Hal tersebut antara lain adalah engagament, satisfaction dan brand. Ketiga faktor tersebut dapat dihasilkan dari penerapan gamifikasi. Oleh karena itu, dalam penelitian ini akan dijelaskan mengenai gamifikasi yang dapat mempengaruhi customer loyalty. Pada penelitian ini juga akan dibahas elemen game apa yang sesuai dengan konteks ini, bagaimana cara penerapannya dan apa dampak yang akan dihasilkannya. Hasil dari penelitian ini menyimpulkan bahwa terdapat beberapa elemen gamifikasi yang dapat diterapkan. Ditunjukkan pula implementasi gamifikasi yang cocok untuk permasalahan ini.Customer loyalty is one of the important things in the business area. This is because customer loyalty can provide additional revenue for the business sector. Customer loyalty is applied not only to the retail business, but many other business sectors that implement it. Customer loyalty has several variables and factors that can influence it. These include engagament, satisfaction and brand. These three factors can be generated from the application of gamification. Therefore, in this study we will explain about gamification that can affect customer loyalty. In this study, the elements of the game will be discussed in accordance with this context, how to implement them and what impacts they will produce. The results of this study conclude that there are several gamification elements that can be applied. Also demonstrated the implementation of gamification that is suitable for this problem

Gamification in Retail Brand Loyalty Mobile Applications

Games are a fun way for humans to spend hours effortlessly motivated to complete tasks and achieve goals. Gamification, the process of applying game features to non-game contexts, produces the enjoyable motivation of games outside of games. According to social exchange theory, gamification motivates by adding value to a user’s experience, which inspires action. Companies can use gamification to build relationships with clients and increase sales. Onboarding, fast feedback, points, levels, badges, and community are particularly effective game features for a brand loyalty program within a mobile application (app). Gamification, informed by social exchange theory, can effectively build brand loyalty over a mobile app; the purpose of this paper is to propose such an app, which can be tested through further research

A Changing Dynamic: The Business-to-Individual Relationship

As the Digital Revolution sweeps the world over, modern marketing strategies have had to adapt and change. Power has shifted from brands into the hands of consumers. This paper explores how this relationship is changing, and offers a glimpse of how this new relationship manifests itself in two forms of digital marketing strategy: the digitization of the in-store experience and the gamification of the modern day loyalty program. These strategies are intended to enhance the consumer experience and ensure that any interaction they have with the brand is a fulfilling one. This paper also discusses how digital technology has broken down the barriers of communication, leading to a global Digital Democracy based on democratic values and transparency of action. This demonstrates the power shift on a global, impactful scale