What’s behind a scratch card? Designing a mobile application using gamification to study customer loyalty: An experimental approach

Abstract

The use of game design elements (often called gamification) by firms to engage the customers has attracted attention in recent times. These game elements contribute to shaping up customer’s motivation and loyalty. Gamification is explored from the lens of both empirical as well as an experimental methodological standpoint. There still lacks substantial evidence that explains how and which types of rewards help to understand the customer's motivation. The study addresses this gap by designing an experimental study of 2x2 to address how gamified mobile apps used for making payments can help capture customer’s loyalty by offering them rewards. Data is collected from 385 customers who have been using mobile apps to make payments in the past. The data were tested to check if gamification positively helps the user hedonic and utilitarian motivation, which then positively impacts their loyalty. The study is also moderated by type of rewards (direct cash rewards v/s indirect third party partnered rewards) on the relationship of gamification and customer loyalty mediated through motivation. The results confirm that mobile payment apps' cash rewards are more useful, especially when the degree of uncertainty in the game element is high (scratch card). Additionally, they contribute to a higher degree of utilitarian benefits to the customers. The results contribute to the extension of the self-determination theory and stimulus organism response framework as well.

Gamification on OTT Platforms: A Behavioural Study for User Engagement

“…Thus, this study provides insight into the practicality of the OTT platform's new approach, like gamification. A survey by [87] stated that reward was a mediator in the relationship between gamification and motivation (hedonic and utilitarian). Similarly, the current study successfully analyses the mediating role of rewards in the relationship between gamification and user engagement.…”

Investigating the Moderating Effect of Massively Multiplayer Online (MMO) Games on the Correlation Between Flow and Game Addiction: A Meta-Analysis

“…It has been applied in many different contexts including technology acceptance and use (Kunz & Santomier, 2019;Naglis & Bhatiasevi, 2019;Lin, et al, 2020), online consumer behavior (Kaur, et. al., 2016) and gamification (Behl & Pereira, 2021;Krath, et al, 2021). However, as pointed out by Valinatajbahnamiri & Siahtiri (2020), the identification of distractors and inhibitors of flow remains a research gap in the existing literature of IS, marketing and psychology; the authors have suggested individual characteristics to be a potential inhibitor.…”

The art of gamifying digital gig workers: a theoretical assessment of evaluating engagement and motivation

“…Technology is bringing about dramatic global changes, affecting people's daily lives and employment opportunities (Cascio & Montealegre, 2016). The emergence of gig workers is just an example of the radical changes affecting the labour market (Behl & Pereira, 2021;Cascio & Montealegre, 2016). We define a gig economy as the practice of hiring workers in response to a specific project or need (Behl et al 2022;Behl & Pereira, 2021;Cascio & Montealegre, 2016).…”

“…The emergence of gig workers is just an example of the radical changes affecting the labour market (Behl & Pereira, 2021;Cascio & Montealegre, 2016). We define a gig economy as the practice of hiring workers in response to a specific project or need (Behl et al 2022;Behl & Pereira, 2021;Cascio & Montealegre, 2016). As organizations rapidly adapt to this new work culture, they increasingly rely on the employment of gig workers as the driving force behind such economy.…”