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

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 m...

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Autores principales:	Abhishek Behl, Vijay Pereira
Formato:	article
Lenguaje:	EN
Publicado:	Australasian Association for Information Systems 2021
Materias:	Gamification Scratch cards mobile app self-determination theory stimulus organism response experiment Information technology T58.5-58.64 Electronic computers. Computer science QA75.5-76.95
Acceso en línea:	https://doaj.org/article/a712f2a93f7b4087ac9250076336d67e
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id	oai:doaj.org-article:a712f2a93f7b4087ac9250076336d67e
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spelling	oai:doaj.org-article:a712f2a93f7b4087ac9250076336d67e2021-11-19T04:22:35ZWhat’s behind a scratch card? Designing a mobile application using gamification to study customer loyalty: An experimental approach10.3127/ajis.v25i0.32031449-8618https://doaj.org/article/a712f2a93f7b4087ac9250076336d67e2021-11-01T00:00:00Zhttps://journal.acs.org.au/index.php/ajis/article/view/3203https://doaj.org/toc/1449-8618 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. Abhishek BehlVijay PereiraAustralasian Association for Information SystemsarticleGamificationScratch cardsmobile appself-determination theorystimulus organism responseexperimentInformation technologyT58.5-58.64Electronic computers. Computer scienceQA75.5-76.95ENAustralasian Journal of Information Systems, Vol 25 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	Gamification Scratch cards mobile app self-determination theory stimulus organism response experiment Information technology T58.5-58.64 Electronic computers. Computer science QA75.5-76.95
spellingShingle	Gamification Scratch cards mobile app self-determination theory stimulus organism response experiment Information technology T58.5-58.64 Electronic computers. Computer science QA75.5-76.95 Abhishek Behl Vijay Pereira What’s behind a scratch card? Designing a mobile application using gamification to study customer loyalty: An experimental approach
description	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.
format	article
author	Abhishek Behl Vijay Pereira
author_facet	Abhishek Behl Vijay Pereira
author_sort	Abhishek Behl
title	What’s behind a scratch card? Designing a mobile application using gamification to study customer loyalty: An experimental approach
title_short	What’s behind a scratch card? Designing a mobile application using gamification to study customer loyalty: An experimental approach
title_full	What’s behind a scratch card? Designing a mobile application using gamification to study customer loyalty: An experimental approach
title_fullStr	What’s behind a scratch card? Designing a mobile application using gamification to study customer loyalty: An experimental approach
title_full_unstemmed	What’s behind a scratch card? Designing a mobile application using gamification to study customer loyalty: An experimental approach
title_sort	what’s behind a scratch card? designing a mobile application using gamification to study customer loyalty: an experimental approach
publisher	Australasian Association for Information Systems
publishDate	2021
url	https://doaj.org/article/a712f2a93f7b4087ac9250076336d67e
work_keys_str_mv	AT abhishekbehl whatsbehindascratchcarddesigningamobileapplicationusinggamificationtostudycustomerloyaltyanexperimentalapproach AT vijaypereira whatsbehindascratchcarddesigningamobileapplicationusinggamificationtostudycustomerloyaltyanexperimentalapproach
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What’s behind a scratch card? Designing a mobile application using gamification to study customer loyalty: An experimental approach

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