Game on! How gamified loyalty programs boost customer engagement value
作者：
Highlights：
• Though gamification, engagement & loyalty program research abounds, their interface remains nebulous.
• In response to this gap, we address this three-way theoretical interface in this paper.
• We conceptualize members’ gamified loyalty program engagement (GLPE).
• We compose a framework of GLPE and its self-determination theory-based drivers/outcomes.
• We conclude by discussing key implications that arise from our analyses.
摘要
•Though gamification, engagement & loyalty program research abounds, their interface remains nebulous.•In response to this gap, we address this three-way theoretical interface in this paper.•We conceptualize members’ gamified loyalty program engagement (GLPE).•We compose a framework of GLPE and its self-determination theory-based drivers/outcomes.•We conclude by discussing key implications that arise from our analyses.
论文关键词：Gamification,Loyalty programs,Customer engagement,Self-determination theory
论文评审过程：Received 28 February 2020, Revised 2 January 2021, Accepted 2 January 2021, Available online 19 January 2021, Version of Record 16 September 2021.
论文官网地址：https://doi.org/10.1016/j.ijinfomgt.2021.102308
