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Playing to Win: The Impact of Gamified Loyalty Programs in Grocery Retail

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Resumo:Customer loyalty plays a critical role in the success of the grocery retail industry. However, intense competition and low switching costs challenge retailers in retaining customers. To address this challenge, gamification has emerged as an innovative strategy. However, its effectiveness in grocery retail remains understudied. This study examines the perceived benefits of gamified loyalty programs (GLPs) and their impact on program satisfaction and customer loyalty. Data from 203 users of a leading Portuguese retail brand's gamified loyalty program, Continente Card, were analyzed using Confirmatory Factor Analysis and SEM. Results highlight the influence of monetary savings and convenience on perceived usefulness, while exploration has a negative impact, possibly due to task oriented grocery shopping. Entertainment and social/recognition benefits have less influence. The study confirms positive relationships between perceived ease of use, program satisfaction, and customer loyalty. Findings contribute to loyalty program understanding, offering program design and management insights. Further exploration of loyalty programs with gamification elements is warranted.
Autores principais:Simões, Mariana Alves das Neves
Assunto:Grocery Retail Loyalty Programs Gamification Technology Acceptance Model Customer Loyalty
Ano:2023
País:Portugal
Tipo de documento:dissertação de mestrado
Tipo de acesso:acesso embargado
Instituição associada:Universidade Nova de Lisboa
Idioma:inglês
Origem:Repositório Institucional da UNL

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