TY - GEN
T1 - The Influence of Gamification Implementation on Customer Loyalty in Mobile Commerce Applications
AU - Pradhana, Bhaskoro Siddhi
AU - Anandito, Muhammad Fachri
AU - Al Kwarizmi Dwi Anggara, Mohamed
AU - Handayani, Putu Wuri
N1 - Publisher Copyright:
© 2022 IEEE.
PY - 2022
Y1 - 2022
N2 - Up until today, various studies have discussed gamification but none of them have explored how different types of gamification will affect customer satisfaction and loyalty. Therefore, this study aims to analyze the impact of several types of gamification in loyalty programs on customer loyalty in mobile commerce applications (m-commerce). This study covers the types of gamification found in m-commerce applications in Indonesia, including points, tasks/quests, and levels-related gamification. Data collection in this study was carried out through an online questionnaire distributed to users who have used gamified loyalty programs on m-commerce applications in Indonesia. To test the hypothesis, this study uses a covariance-based structural equation modeling method with the help of AMOS 26. The results found that points, tasks/quests, and levels-related gamification significantly affected utilitarian and hedonic values. It was also found that utilitarian value affects satisfaction and loyalty, but hedonic value only affects satisfaction. This study explains the importance of utilitarian values in implementing gamification in loyalty programs and provides insight into the type of gamification that has the most significant influence on customer loyalty, which is levels-related gamification.
AB - Up until today, various studies have discussed gamification but none of them have explored how different types of gamification will affect customer satisfaction and loyalty. Therefore, this study aims to analyze the impact of several types of gamification in loyalty programs on customer loyalty in mobile commerce applications (m-commerce). This study covers the types of gamification found in m-commerce applications in Indonesia, including points, tasks/quests, and levels-related gamification. Data collection in this study was carried out through an online questionnaire distributed to users who have used gamified loyalty programs on m-commerce applications in Indonesia. To test the hypothesis, this study uses a covariance-based structural equation modeling method with the help of AMOS 26. The results found that points, tasks/quests, and levels-related gamification significantly affected utilitarian and hedonic values. It was also found that utilitarian value affects satisfaction and loyalty, but hedonic value only affects satisfaction. This study explains the importance of utilitarian values in implementing gamification in loyalty programs and provides insight into the type of gamification that has the most significant influence on customer loyalty, which is levels-related gamification.
KW - customer loyalty
KW - gamification
KW - hedonic value
KW - Indonesia
KW - loyalty program
KW - mobile commerce
KW - utilitarian value
UR - http://www.scopus.com/inward/record.url?scp=85141388202&partnerID=8YFLogxK
U2 - 10.1109/ICIMTech55957.2022.9915126
DO - 10.1109/ICIMTech55957.2022.9915126
M3 - Conference contribution
AN - SCOPUS:85141388202
T3 - Proceedings of 2022 International Conference on Information Management and Technology, ICIMTech 2022
SP - 402
EP - 407
BT - Proceedings of 2022 International Conference on Information Management and Technology, ICIMTech 2022
PB - Institute of Electrical and Electronics Engineers Inc.
T2 - 7th International Conference on Information Management and Technology, ICIMTech 2022
Y2 - 11 August 2022 through 12 August 2022
ER -