How the Gamification Loyalty Program Affects Customer Behavior: A Literature Review

Ani Rakhmanita (), Ratih Hurriyati, Vanessa Gaffar, Agus Rahayu, Lili Adi Wibowo and Bambang Widjajanta
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Ani Rakhmanita: Universitas Pendidikan Indonesia, Faculty of Economic and Business Education
Ratih Hurriyati: Universitas Pendidikan Indonesia, Faculty of Economic and Business Education
Vanessa Gaffar: Universitas Pendidikan Indonesia, Faculty of Economic and Business Education
Agus Rahayu: Universitas Pendidikan Indonesia, Faculty of Economic and Business Education
Lili Adi Wibowo: Universitas Pendidikan Indonesia, Faculty of Economic and Business Education
Bambang Widjajanta: Universitas Pendidikan Indonesia, Faculty of Economic and Business Education

A chapter in Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022), 2024, pp 788-795 from Springer

Abstract: Abstract A gamified loyalty program is a marketing tool used in a mobile app to promote repeat purchases and customer relationships and provide incentives through the game component. Several studies have explained the theory, characteristics, and results of conventional loyalty programs. A comprehensive review investigating the role of gamification in mobile application loyalty programs has not been carried out by any research and this is needed to help researchers and practitioners understand the concept of gamified loyalty programs. Data were taken from IEEE, Science Direct, Scopus, Emerald, Wiley, MDPI, and Springer published between 2010 and 2022 reviewing 32 selected articles by following Callahan’s systematic literature review approach. This research contributes in defining a gamified loyalty program on a mobile application. Disclosing a gamified loyalty program is beneficial in enhancing the branded app experience, increasing branded app engagement, and increasing more active points redemption. Furthermore, the need for further research on what theories are used in gamified loyalty programs and the barriers to implementing gamified loyalty programs were also diagnosed.

Keywords: Consumer behaviour; Gamification; Loyalty Program; SLR (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-234-7_83

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