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

Ani Rakhmanita; Ratih Hurriyati; Vanessa Gaffar; Agus Rahayu; Lili Adi Wibowo; Bambang Widjajanta

doi:10.2991/978-94-6463-234-7_83

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

Authors

Ani Rakhmanita¹^{, *}, Ratih Hurriyati¹, Vanessa Gaffar¹, Agus Rahayu¹, Lili Adi Wibowo¹, Bambang Widjajanta¹

¹Faculty of Economic and Business Education, Universitas Pendidikan Indonesia, Bandung, Indonesia

^*Corresponding author. Email: anirakhmanita@upi.edu

Corresponding Author

Ani Rakhmanita

Available Online 29 September 2023.

DOI: 10.2991/978-94-6463-234-7_83 How to use a DOI?
Keywords: Consumer behaviour; Gamification; Loyalty Program; SLR
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.
Copyright: © 2024 The Author(s)
Open Access: Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title: Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022)
Series: Advances in Economics, Business and Management Research
Publication Date: 29 September 2023
ISBN: 978-94-6463-234-7
ISSN: 2352-5428
DOI: 10.2991/978-94-6463-234-7_83 How to use a DOI?
Open Access: Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

ris enw bib

TY  - CONF
AU  - Ani Rakhmanita
AU  - Ratih Hurriyati
AU  - Vanessa Gaffar
AU  - Agus Rahayu
AU  - Lili Adi Wibowo
AU  - Bambang Widjajanta
PY  - 2023
DA  - 2023/09/29
TI  - How the Gamification Loyalty Program Affects Customer Behavior: A Literature Review
BT  - Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022)
PB  - Atlantis Press
SP  - 788
EP  - 795
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-234-7_83
DO  - 10.2991/978-94-6463-234-7_83
ID  - Rakhmanita2023
ER  -

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