The usefulness of gamification for enhancing customer loyalty to small e-tailers
Abstract
Purpose
This study aims to explore the use of gamification elements by micro and small e-tailers to enhance customer loyalty. Additionally, this research seeks to identify the most promising gamification elements that can be utilised for this purpose.
Design/methodology/approach
The authors adopt a qualitative approach to examine the impact of gamification on online customer loyalty to micro and small e-tailers. Data were gathered using a combination of two types of expert interviews. Semi-structured interviews were held with micro and small e-tailers while large e-tailers served as the control group. Structured interviews based on multi-criteria decision analysis (MCDA) models were conducted to determine the most promising gamification elements.
Findings
The content analysis reveals that gamification has significant potential for fostering customer loyalty and offering various other benefits. However, small e-tailers often refrain from implementing gamification solutions due to the resource requirements in terms of finances, time, information technology and human capital. By assigning weights as an essential step in MCDA models, the authors determined that badges, medals, quests, avatars and competitions are the most promising gamification options for small e-tailers’ efforts to enhance customer loyalty.
Originality/value
The study makes a unique contribution to the understanding of the usefulness of gamification in augmenting customer loyalty and identifying essential gamification elements for micro and small e-tailers.
Keywords
Acknowledgements
This project has received funding from the Research Council of Lithuania (LMTLT), agreement No. S-MIP-21-23.
Citation
Vilkaite - Vaitone, N., Kirse, S., Adomaviciute - Sakalauske, K., Dikcius, V. and Zimaitis, I. (2024), "The usefulness of gamification for enhancing customer loyalty to small e-tailers", EuroMed Journal of Business, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/EMJB-09-2023-0240
Publisher
:Emerald Publishing Limited
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