Fostering customer engagement behaviour with gamified loyalty programmes: a study from the “value get, value give” perspective

Abstract

This study applies the “value get, value give” framework to explain how gamified loyalty programmes create value for firms. This study proposes a model which has been tested and whose aim is to analyse whether the perceived value offered by a gamified loyalty scheme generates enough customer satisfaction and whether this subsequently transforms into customer engagement behaviour that adds value to firms. Data from 134 active users of the gamified loyalty programme ‘Más Renfe’ belonging to Renfe, the Spanish leader in rail transport for passengers and goods, were analysed using partial least squares structural equation modelling. The findings show that hedonic and financial value increase user satisfaction, whereas preferential treatment and personalisation value do not. In addition, greater satisfaction with loyalty schemes facilitate customer engagement behaviour. This study contributes to the existing literature by providing empirical evidence of the effectiveness of real gamified loyalty programmes in promoting engagement behaviour that creates value for companies.