The power of play in microfinance: Examining the effect of gamification on customer relationship management performance

Aiping Liu, Elena Urquía-Grande, Pilar López-Sánchez and Ángel Rodríguez-López

Journal of Behavioral and Experimental Finance, 2024, vol. 44, issue C

Abstract: This study delves into the impact of gamification usage on the customer relationship management performance of microfinance platforms in China. Specifically, we systematically investigate the positive and negative perceptions influencing gamification adoption, which in turn affect satisfaction, customer engagement, and retention. Our results show that perceived benefit positively influences gamification usage intention, whereas perceived sacrifice exerts a negative impact. Furthermore, gamification usage intention correlates positively with satisfaction, customer engagement, and retention. Finally, the study highlights the positive relationships between satisfaction and customer engagement, as well as between customer engagement and retention. However, no significant relationship is observed between customer satisfaction and customer retention. These insights offer essential implications for enhancing user experiences and fostering customer loyalty.

Keywords: Gamification; Microfinance; Valence framework; Customer relationship management (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:eee:beexfi:v:44:y:2024:i:c:s221463502400087x

DOI: 10.1016/j.jbef.2024.100972

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