Fostering customer engagement behaviour with gamified loyalty programmes: a study from the “value get, value give” perspective
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Redalyc
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| Natura: | Artículo científico |
| Lingua: | en |
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Universidade de Santiago de Compostela
2024
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| _version_ | 1876481920375717888 |
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| author | Sara Catalán |
| author_facet | Sara Catalán |
| contents | Fostering customer engagement behaviour with gamified loyalty programmes: a study from the “value get, value give” perspective Sara Catalán Julia Marchan Economía y Finanzas Value Satisfaction Gamified loyalty programme Customer engagement behaviour 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. 2024 artículo científico 1132-2799 https://www.redalyc.org/articulo.oa?id=39180902007 https://www.redalyc.org/journal/391/39180902007/ https://www.redalyc.org/journal/391/39180902007/html/ https://www.redalyc.org/journal/391/39180902007/39180902007.epub https://www.redalyc.org/journal/391/39180902007/movil 10.15304/rge.33.3.9593 en http://www.redalyc.org/revista.oa?id=391 Revista Galega de Economía application/pdf Universidade de Santiago de Compostela Revista Galega de Economía (España) Num.3 Vol.33 |
| format | Artículo científico |
| id | redalyc_39180902007 |
| institution | Redalyc |
| language | en |
| publishDate | 2024 |
| publisher | Universidade de Santiago de Compostela |
| spellingShingle | Fostering customer engagement behaviour with gamified loyalty programmes: a study from the “value get, value give” perspective Sara Catalán Economía y Finanzas Value Satisfaction Gamified loyalty programme Customer engagement behaviour Fostering customer engagement behaviour with gamified loyalty programmes: a study from the “value get, value give” perspective Sara Catalán Julia Marchan Economía y Finanzas Value Satisfaction Gamified loyalty programme Customer engagement behaviour 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. 2024 artículo científico 1132-2799 https://www.redalyc.org/articulo.oa?id=39180902007 https://www.redalyc.org/journal/391/39180902007/ https://www.redalyc.org/journal/391/39180902007/html/ https://www.redalyc.org/journal/391/39180902007/39180902007.epub https://www.redalyc.org/journal/391/39180902007/movil 10.15304/rge.33.3.9593 en http://www.redalyc.org/revista.oa?id=391 Revista Galega de Economía application/pdf Universidade de Santiago de Compostela Revista Galega de Economía (España) Num.3 Vol.33 |
| title | Fostering customer engagement behaviour with gamified loyalty programmes: a study from the “value get, value give” perspective |
| topic | Economía y Finanzas Value Satisfaction Gamified loyalty programme Customer engagement behaviour |
| url | https://www.redalyc.org/articulo.oa?id=39180902007 https://www.redalyc.org/journal/391/39180902007/ https://www.redalyc.org/journal/391/39180902007/html/ https://www.redalyc.org/journal/391/39180902007/39180902007.epub https://www.redalyc.org/journal/391/39180902007/movil |