The Impact of Gamification in Loyalty Programmes on Increasing E-Customer Loyalty: The Mediating Role of Perceived Value Evidence from Hotels and OTAs

Document Type : Original Article

Authors

1 faculty of ourism and hotels mansoura university

2 Lecturer in Department of Tourism Studies, Faculty of Tourism and Hotels, Mansoura University

Abstract

The aim of the research is to define the impact of adopting gamification in loyalty programmes on increasing e-customer loyalty, in addition to investigating how perceived value could act as a mediator in the relationship between gamification in loyalty programmes and e-customer loyalty, based on evidence from a sample of customers from OTAs and hotels in Egypt. The descriptive analytical approach was used as a research methodology. A simple random sample representative of the study population was surveyed (397). The structural equation modelling (SEM) results indicated that gamification in loyalty programmes significantly and positively affects e-customer loyalty and perceived value. Considering the mediating role of perceived value, findings revealed that perceived value significantly partially mediates the relationship between gamification in loyalty programmes and e-customer loyalty. The study recommends that hotels and OTAs should enhance their efforts, aiming to utilise and then take up new and cutting-edge e-marketing tools and applications.

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