Customer loyalty through gamification: MB Way case study

• Autor(a) principal: Marques, Catarina Almeida
• Data de Publicação: 2022
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/27243
• topic: Gamification; Engagement; Enjoyment; Behaviour intention; Fidelização de clientes -- Customer loyalty; MB Way; Gamificação; Prazer; Intenção de comportamento

Gamification has been applied in various contexts, following evolving technology and innovation trends. This study aims to investigate gamification's impact on customer loyalty through an analysis of the MB WAY Challenge. Due to the current pandemic, the population has been adapting its behaviour towards payment methods, increasing financial transactions through their smartphones. As such, this case study of the MB WAY Challenge has been following this trend, providing game components to its side to reach new users. The literature review provides an overview of the main concepts to be addressed: gamification, enjoyment, engagement, behaviour intention, and customer loyalty. The framework was developed based on the literature review and other models developed by other authors. The empirical part of the present study was conducted through an online survey distributed through several channels to obtain as many respondents as possible. Partial Least Squares (PLS) were used to evaluate the research. The results revealed that gamification significantly impacts customer loyalty through user behaviour intention, while engagement intention does not influence consumer loyalty. Other conclusions were drawn, having specific implications that may contribute to future studies making conscious decisions when determining the antecedents for a more complex analysis of gamification's impact on customer loyalty.