000127835 001__ 127835
000127835 005__ 20240731103416.0
000127835 0247_ $$2doi$$a10.1108/JHTT-02-2022-0033
000127835 0248_ $$2sideral$$a134930
000127835 037__ $$aART-2023-134930
000127835 041__ $$aeng
000127835 100__ $$0(orcid)0000-0003-4038-1840$$aBravo, Rafael$$uUniversidad de Zaragoza
000127835 245__ $$aThe impact of gamified loyalty programmes on customer engagement behaviours. A hotel industry application
000127835 260__ $$c2023
000127835 5060_ $$aAccess copy available to the general public$$fUnrestricted
000127835 5203_ $$aPurpose: This paper aims to examine the differential effects of gamified loyalty programmes and conventional loyalty programmes on customer engagement behaviours.
Design/methodology/approach: A 2 × 2 × 2 experiment was conducted that manipulated gamification (gamified vs non-gamified), reward levels (high vs low) and reward type (economic vs social). Data collected from a sample of 315 individuals were analysed through partial least squares and tests of means.
Findings: Gamification can improve the attractiveness of loyalty programmes by influencing perceptions of playfulness and reward satisfaction. In fact, gamification lowers the importance that customers attach to reward levels. As a result, customers perceive higher hedonic and utilitarian value, which positively influences their engagement behaviours.
Originality/value: To the best of the authors’ knowledge, this study is one of the first studies to attempt to empirically analyse whether incorporating gamification into loyalty programmes influences customer engagement behaviours in the hospitality context.
000127835 536__ $$9info:eu-repo/grantAgreement/ES/DGA/S54-20R-GENERES Group
000127835 540__ $$9info:eu-repo/semantics/openAccess$$aby-nc$$uhttp://creativecommons.org/licenses/by-nc/3.0/es/
000127835 590__ $$a5.3$$b2023
000127835 592__ $$a1.285$$b2023
000127835 591__ $$aHOSPITALITY, LEISURE, SPORT & TOURISM$$b19 / 139 = 0.137$$c2023$$dQ1$$eT1
000127835 593__ $$aComputer Science Applications$$c2023$$dQ1
000127835 593__ $$aTourism, Leisure and Hospitality Management$$c2023$$dQ1
000127835 593__ $$aInformation Systems$$c2023$$dQ1
000127835 594__ $$a8.4$$b2023
000127835 655_4 $$ainfo:eu-repo/semantics/article$$vinfo:eu-repo/semantics/acceptedVersion
000127835 700__ $$0(orcid)0000-0001-5268-1723$$aCatalán, Sara$$uUniversidad de Zaragoza
000127835 700__ $$0(orcid)0000-0002-3422-4542$$aPina, José Miguel$$uUniversidad de Zaragoza
000127835 7102_ $$14011$$2095$$aUniversidad de Zaragoza$$bDpto. Direc.Mark.Inves.Mercad.$$cÁrea Comerci.Investig.Mercados
000127835 773__ $$g14, 5 (2023), 925-940$$tJournal of Hospitality and Tourism Technology$$x1757-9880
000127835 8564_ $$s2492891$$uhttps://zaguan.unizar.es/record/127835/files/texto_completo.pdf$$yPostprint
000127835 8564_ $$s891174$$uhttps://zaguan.unizar.es/record/127835/files/texto_completo.jpg?subformat=icon$$xicon$$yPostprint
000127835 909CO $$ooai:zaguan.unizar.es:127835$$particulos$$pdriver
000127835 951__ $$a2024-07-31-10:06:47
000127835 980__ $$aARTICLE