The impact of gamified loyalty programmes on customer engagement behaviours. A hotel industry application

Abstract

Purpose

This paper aims to examine the differential effects of gamified loyalty programmes and conventional loyalty programmes on customer engagement behaviours.

Design/methodology/approach

A 2 × 2 × 2 experiment was conducted that manipulated gamification (gamified vs non-gamified), reward levels (high vs low) and reward type (economic vs social). Data collected from a sample of 315 individuals were analysed through partial least squares and tests of means.

Findings

Gamification can improve the attractiveness of loyalty programmes by influencing perceptions of playfulness and reward satisfaction. In fact, gamification lowers the importance that customers attach to reward levels. As a result, customers perceive higher hedonic and utilitarian value, which positively influences their engagement behaviours.

Originality/value

To the best of the authors’ knowledge, this study is one of the first studies to attempt to empirically analyse whether incorporating gamification into loyalty programmes influences customer engagement behaviours in the hospitality context.

研究目的

本文研究了游戏化忠诚计划和传统忠诚计划对顾客参与行为的不同影响。

研究方法

本文进行了2 x 2 x 2实验, 操纵了游戏化（游戏化 vs 非游戏化）、奖励水平（高 vs 低）和奖励类型（经济 vs 社交）。通过对315名个体样本收集的数据进行PLS（偏最小二乘）和均值测试进行分析。

研究发现

游戏化可以通过影响玩味感和奖励满足感来提高忠诚计划的吸引力。实际上, 游戏化降低了顾客对奖励水平的重视程度。因此, 顾客感知到更高的享乐和功利价值, 从而积极地影响了他们的参与行为。

研究创新

本研究首次尝试在酒店业背景下经验性地分析将游戏化纳入忠诚计划是否影响顾客参与行为。

Citation

Bravo, R., Catalán, S. and Pina, J.M. (2023), "The impact of gamified loyalty programmes on customer engagement behaviours. A hotel industry application", Journal of Hospitality and Tourism Technology, Vol. 14 No. 5, pp. 925-940. https://doi.org/10.1108/JHTT-02-2022-0033