IDEAS home Printed from https://ideas.repec.org/a/eee/ininma/v61y2021ics0268401221000013.html
   My bibliography  Save this article

Game on! How gamified loyalty programs boost customer engagement value

Author

Listed:
  • Hollebeek, Linda D.
  • Das, Kallol
  • Shukla, Yupal

Abstract

Though gamified loyalty programs (GLPs), or loyalty programs that deploy gamified elements, are increasingly adopted, academic acumen of customer engagement with GLPs lags behind, thus exposing an important research gap. Based on this gap, we review the gamification-, loyalty program-, and customer engagement literature, from which we derive important insight. First, extending the customer engagement literature, we develop the concept of GLP engagement (GLPE), defined as members’ GLP-related behavior, expressed through direct- (i.e., purchase) and/or indirect (e.g., GLP-related learning/advocating) contributions, which we argue are critical to GLP effectiveness. Extending prior research, we also classify members’ indirect GLP contributions as autonomous (vs. interdependent)-, selfless (vs. self-seeking)-, control (vs. laissez-faire)-based-, collaborative (vs. competitive)-, individual (vs. generic)-, and calculated (vs. non-calculated) contributions. Second, we develop a self-determination theory-informed framework that proposes members’ intrinsic/extrinsic motivation as major drivers of GLPE, which in turn impacts customer brand engagement value (CBEV). Third, formalizing the framework’s associations, we develop a set of Propositions that serve as a springboard for further GLPE research. We conclude by discussing major implications that arise from this research.

Suggested Citation

  • Hollebeek, Linda D. & Das, Kallol & Shukla, Yupal, 2021. "Game on! How gamified loyalty programs boost customer engagement value," International Journal of Information Management, Elsevier, vol. 61(C).
    • Handle: RePEc:eee:ininma:v:61:y:2021:i:c:s0268401221000013
    DOI: 10.1016/j.ijinfomgt.2021.102308
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0268401221000013
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.ijinfomgt.2021.102308?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Dzandu, Michael D. & Hanu, Charles & Amegbe, Hayford, 2022. "Gamification of mobile money payment for generating customer value in emerging economies: The social impact theory perspective," Technological Forecasting and Social Change, Elsevier, vol. 185(C).
    2. Afi Fouad El & Ouiddad Smail, 2021. "Consumer engagement in value co-creation within virtual video game communities," Management & Marketing, Sciendo, vol. 16(4), pages 370-386, December.
    3. Linda D. Hollebeek & V. Kumar & Rajendra K. Srivastava & Moira K. Clark, 2023. "Moving the stakeholder journey forward," Journal of the Academy of Marketing Science, Springer, vol. 51(1), pages 23-49, January.
    4. Lourenço, Carlos Eduardo & Hair, Joseph F. & Zambaldi, Felipe & Ponchio, Mateus Canniatti, 2022. "Consumer brand engagement concept and measurement: Toward a refined approach," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:ininma:v:61:y:2021:i:c:s0268401221000013. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/international-journal-of-information-management .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.