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The role of gamification in customer citizenship behavior on China's microfinance platforms

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  • Liu, Aiping
  • Urquía-Grande, Elena
  • López-Sánchez, Pilar
  • Rodríguez-López, Ángel

Abstract

This study systematically explores how customer value derived from gamification influences customer citizenship behavior within the microfinance sector. To validate our theoretical framework, we conducted an online survey targeting users of microfinance platforms in China. Subsequently, the partial least squares-structural equation modeling (PLS-SEM) analysis was performed on 405 valid responses. The analysis reveals that functional and social values positively impact satisfaction, while emotional and monetary values do not exhibit a significant relationship with satisfaction. Additionally, satisfaction is positively associated with helpfulness, feedback, tolerance, and advocacy. More importantly, this study confirms the mediating role of satisfaction in the relationships between functional value, social value, and customer citizenship behavior. These insights offer valuable implications for microfinance platforms and the finance industry in improving user experience, fostering customer loyalty, and maximizing the value-creation potential of customers.

Suggested Citation

  • Liu, Aiping & Urquía-Grande, Elena & López-Sánchez, Pilar & Rodríguez-López, Ángel, 2024. "The role of gamification in customer citizenship behavior on China's microfinance platforms," Finance Research Letters, Elsevier, vol. 63(C).
    • Handle: RePEc:eee:finlet:v:63:y:2024:i:c:s1544612324003891
    DOI: 10.1016/j.frl.2024.105359
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    References listed on IDEAS

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    1. Hiroyasu Furukawa & Koki Matsumura & Susumu Harada, 2019. "Effect of Consumption Values on Consumer Satisfaction and Brand Commitment: Investigating Functional, Emotional, Social, and Epistemic Values in the Running Shoes Market," International Review of Management and Marketing, Econjournals, vol. 9(6), pages 158-168.
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    7. Zhu, Dong Hong & Sun, Hui & Chang, Ya Ping, 2016. "Effect of social support on customer satisfaction and citizenship behavior in online brand communities: The moderating role of support source," Journal of Retailing and Consumer Services, Elsevier, vol. 31(C), pages 287-293.
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    Cited by:

    1. Mehmet Ozan Karahan, 2024. "The Role of Perceived Value and Satisfaction in Shaping Customer Citizenship Behavior: Evidence from Turkey," International Review of Management and Marketing, Econjournals, vol. 14(6), pages 9-18, October.
    2. Reisdorfer-da-Silva, Rômulo César & Becker, Kalinca Léia & Vieira, Kelmara Mendes, 2025. "The impact of board games on the financial literacy of public-school students," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 114(C).

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