Play, games and gamification: Possibilities for customer loyalty

TY - CHAP

T1 - Play, games and gamification: Possibilities for customer loyalty

AU - Lam, Joey

AU - Robson, Karen

AU - Plangger, Kirk

AU - Kietzmann, Jan H.

AU - Pitt, Leyland

AU - McCarthy, Ian

PY - 2022/6/1

Y1 - 2022/6/1

N2 - Customer loyalty is central to both the study and practice of marketing. Some marketing managers have designed programs to create, maintain, and build customer loyalty in a game-like nature, which can be described as gamification. Built upon the conceptual foundations of customer loyalty, this chapter discusses how gamification, and its underlying principles, can be applied to the customer loyalty context. We outline guidelines for designing gamification strategies to enhance customer loyalty outcomes by looking closely at some real-world cases where marketers have had mixed success applying gamification to their loyalty programs. The chapter closes by suggesting potentially interesting directions for future research.

AB - Customer loyalty is central to both the study and practice of marketing. Some marketing managers have designed programs to create, maintain, and build customer loyalty in a game-like nature, which can be described as gamification. Built upon the conceptual foundations of customer loyalty, this chapter discusses how gamification, and its underlying principles, can be applied to the customer loyalty context. We outline guidelines for designing gamification strategies to enhance customer loyalty outcomes by looking closely at some real-world cases where marketers have had mixed success applying gamification to their loyalty programs. The chapter closes by suggesting potentially interesting directions for future research.

M3 - Chapter

SP - 173

EP - 188

BT - Handbook of research in customer loyalty

A2 - Keeling, Debbie I.

A2 - de Ruyter, Ko

A2 - Cox, David

PB - Edward Elgar

ER -