The impact of Gamification on Customer Loyalty / Amandine COQUARD-MOLINARI / 2023

Titre : The impact of Gamification on Customer Loyalty : For what reasons can customers drop out of gamified platforms and stop being loyal to a brand? Type de document : Mémoire Auteurs : Amandine COQUARD-MOLINARI, Auteur Année de publication : 2023 Importance : 43 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management CONFIANCE ; COMPORTEMENT DU CONSOMMATEUR ; COMMERCE ELECTRONIQUE Résumé : The purpose of this research paper is to study the impact gamification has on customer loyalty. Customer loyalty is key to any business, as it costs less than acquiring new customers and guarantees future profits. However, it becomes harder to retain existing customers in the online world. It is really interesting to study it in relation to gamification which has gained popularity over the last decade, and particularly since Covid-19 as brands have been trying to survive in an online environment. Studies have proved that gamification can increase customer loyalty through customer engagement. However, these studies have some limitations and did not identify to what extent this relationship is true, as some respondents were still dropping out, and no research has studied the phenomenon yet. Hence, this research paper explores under what circumstances people can drop off gamified platforms and have lower customer loyalty because of gamification. The objectives of this study are to identify whether gamification can lower customer loyalty and what the most common reasons why customers drop out of the gamified platforms and potentially stop being loyal to the brand are. We also aim to explore the different reasons for this reaction so asto have a deeper understanding of consumer behaviour. A qualitative study based on sixteen semi-structured one-to-one interviews has been conducted, each one of them lasting at least 45 minutes. The interviewees were aged between 20 and 61 years old, with a majority between 20 and 30 years old, representing the most common users of gamified apps. They come from different backgrounds in order to vary opinions with age, country, occupation, and level of study. Programme : MSc Marketing French Excellence Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581931