Exportar Publicação

A publicação pode ser exportada nos seguintes formatos: referência da APA (American Psychological Association), referência do IEEE (Institute of Electrical and Electronics Engineers), BibTeX e RIS.

Exportar Referência (APA) 
Rita, P., Ramos, R., Oliveira, P. M. & Simões, M. N. (N/A). Playing to win: The impact of gamified loyalty programs in grocery retail. Spanish Journal of Marketing - ESIC. N/A
Exportar Referência (IEEE) 
P. M. Rita et al.,  "Playing to win: The impact of gamified loyalty programs in grocery retail", in Spanish Journal of Marketing - ESIC, vol. N/A, N/A
Exportar BibTeX 
@article{ritaN/A_1783714608920,
	author = "Rita, P. and Ramos, R. and Oliveira, P. M. and Simões, M. N.",
	title = "Playing to win: The impact of gamified loyalty programs in grocery retail",
	journal = "Spanish Journal of Marketing - ESIC",
	year = "N/A",
	volume = "N/A",
	number = "",
	doi = "10.1108/SJME-10-2024-0276",
	url = "https://www.emerald.com/sjme"
}
Exportar RIS 
TY  - JOUR
TI  - Playing to win: The impact of gamified loyalty programs in grocery retail
T2  - Spanish Journal of Marketing - ESIC
VL  - N/A
AU  - Rita, P.
AU  - Ramos, R.
AU  - Oliveira, P. M.
AU  - Simões, M. N.
PY  - N/A
SN  - 2444-9695
DO  - 10.1108/SJME-10-2024-0276
UR  - https://www.emerald.com/sjme
AB  - Purpose
This study aims to examine the effectiveness of gamified loyalty programs (GLPs) in the grocery retail industry, focusing on factors that influence their perceived benefits and their impact on customer satisfaction and loyalty.
Design/methodology/approach
Data was gathered from 203 users of a leading supermarket Card in Portugal’s grocery sector via an online survey. The analysis used confirmatory factor analysis (CFA) and Structural Equation Modeling (SEM).
Findings
The study shows that monetary savings and convenience enhance perceived usefulness, while exploration negatively impacts it, likely due to the task-oriented nature of grocery shopping. Entertainment and social/recognition benefits are less influential.
Originality/value
The study establishes a positive link between ease of use, program satisfaction and customer loyalty. It pioneers the examination of GPLs in the grocery sector, using an adapted technology acceptance model (TAM) to provide new insights into the perceived usefulness and ease of use of gamified systems.
ER  -