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

Detalhes bibliográficos
Autor(a) principal: Simões, Mariana Alves das Neves
Data de Publicação: 2023
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/160019
Resumo: Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
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spelling Playing to Win: The Impact of Gamified Loyalty Programs in Grocery RetailGrocery RetailLoyalty ProgramsGamificationTechnology Acceptance ModelCustomer LoyaltyDomínio/Área Científica::Ciências Naturais::Ciências da Computação e da InformaçãoDissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and AnalyticsCustomer 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.Rita, Paulo Miguel Rasquinho FerreiraRamos, Ricardo Filipe CarreiraRUNSimões, Mariana Alves das Neves2023-10-252026-10-26T00:00:00Z2023-10-25T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/160019TID:203389107enginfo:eu-repo/semantics/embargoedAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:42:33Zoai:run.unl.pt:10362/160019Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:57:49.183229Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Playing to Win: The Impact of Gamified Loyalty Programs in Grocery Retail
title Playing to Win: The Impact of Gamified Loyalty Programs in Grocery Retail
spellingShingle Playing to Win: The Impact of Gamified Loyalty Programs in Grocery Retail
Simões, Mariana Alves das Neves
Grocery Retail
Loyalty Programs
Gamification
Technology Acceptance Model
Customer Loyalty
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
title_short Playing to Win: The Impact of Gamified Loyalty Programs in Grocery Retail
title_full Playing to Win: The Impact of Gamified Loyalty Programs in Grocery Retail
title_fullStr Playing to Win: The Impact of Gamified Loyalty Programs in Grocery Retail
title_full_unstemmed Playing to Win: The Impact of Gamified Loyalty Programs in Grocery Retail
title_sort Playing to Win: The Impact of Gamified Loyalty Programs in Grocery Retail
author Simões, Mariana Alves das Neves
author_facet Simões, Mariana Alves das Neves
author_role author
dc.contributor.none.fl_str_mv Rita, Paulo Miguel Rasquinho Ferreira
Ramos, Ricardo Filipe Carreira
RUN
dc.contributor.author.fl_str_mv Simões, Mariana Alves das Neves
dc.subject.por.fl_str_mv Grocery Retail
Loyalty Programs
Gamification
Technology Acceptance Model
Customer Loyalty
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
topic Grocery Retail
Loyalty Programs
Gamification
Technology Acceptance Model
Customer Loyalty
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
description Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
publishDate 2023
dc.date.none.fl_str_mv 2023-10-25
2023-10-25T00:00:00Z
2026-10-26T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/160019
TID:203389107
url http://hdl.handle.net/10362/160019
identifier_str_mv TID:203389107
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/embargoedAccess
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dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
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reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
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repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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