How the Gamification Loyalty Program Affects Customer Behavior: A Literature Review Ani Rakhmanita, Ratih Hurriyati, Vanessa Gaffar, Agus Rahayu, Lili Adi Wibowo, Bambang Widjajananta
Universitas Pendidikan Indonesia
Abstract
Over the past two decades, research on the gamification of e-marketing, has received a lot of attention of researchers. There is no comprehensive review that provides an overview of the gamified loyalty program applied to e-marketing. The aim of this paper is to review gamified loyalty programs and identify research gaps in this area as well as prepare a future research agenda. A systematic literature review method was used in this study. Data taken from IEEE, Science Direct, Scopus,Emerald, Wiley, Mdpi, and Springer published between 2010 and 2022 reviewing 32 selected articles. The authors found that there are some areas that have not been explored in previous research. There is great potential for theoretical expansion and theory development in this area. This research contributes in defining a gamified loyalty program on a mobile application. Disclosing a gamified loyalty program is beneficial in enhancing the branded app experience, increasing branded app engagement, and increasing more active points redemption. Next, we diagnose the need for further research on what theories are used in gamified loyalty programs and the barriers to implementing gamified loyalty programs. There is no comprehensive/integrated review exploring gamified loyalty programs in previous studies. This review seeks to provide deeper insights, which help us to contribute to the development of the field of customer relationship management, particularly the gamified loyalty program.
