Customers To Champions: Curating Customer Experience Through Gamified Loyalty Programs

Abstract

The success of a brand in the global business environment depends on curating exceptional customer experience. This cross-sectional study empirically investigates the factors of gamified loyalty programs that curate customer experience in users & their impact on customer loyalty. The study also explores the divide existing across genders while engaging in these Gamified loyalty programs. Validated questionnaires were used to collect data from respondents across India. Path analysis using structural equational modelling was used to examine the factors that prompt consumers to continuously engage in gamified loyalty programs. The study demonstrates that Customer needs identification through GLP, Gamified Trouble Shooting, Rewards & challenges had a significantly enhanced customer experience which prompted continuous use of the same brand. The results of the independent sample t-test demonstrate that gender differences exist in preference for gamified loyalty programs. Female consumers showed more inclination towards gamified loyalty programs than male users.