127835 20241125101200.0 doi 10.1108/JHTT-02-2022-0033 sideral 134930 ART-2023-134930 eng Bravo, Rafael Universidad de Zaragoza (orcid)0000-0003-4038-1840 The impact of gamified loyalty programmes on customer engagement behaviours. A hotel industry application 2023 Access copy available to the general public Unrestricted Purpose: 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. info:eu-repo/grantAgreement/ES/DGA/S54-20R-GENERES Group info:eu-repo/semantics/openAccess by-nc http://creativecommons.org/licenses/by-nc/3.0/es/ 5.3 2023 HOSPITALITY, LEISURE, SPORT & TOURISM 19 / 140 = 0.136 2023 Q1 T1 1.285 2023 Computer Science Applications 2023 Q1 Tourism, Leisure and Hospitality Management 2023 Q1 Information Systems 2023 Q1 8.4 2023 info:eu-repo/semantics/article info:eu-repo/semantics/acceptedVersion Catalán, Sara Universidad de Zaragoza (orcid)0000-0001-5268-1723 Pina, José Miguel Universidad de Zaragoza (orcid)0000-0002-3422-4542 4011 095 Universidad de Zaragoza Dpto. Direc.Mark.Inves.Mercad. Área Comerci.Investig.Mercados 14, 5 (2023), 925-940 Journal of Hospitality and Tourism Technology 1757-9880 2492891 http://zaguan.unizar.es/record/127835/files/texto_completo.pdf Postprint 891174 http://zaguan.unizar.es/record/127835/files/texto_completo.jpg?subformat=icon icon Postprint oai:zaguan.unizar.es:127835 articulos driver 2024-11-22-12:11:16 ARTICLE