@article{ART002393422},
author={최광림 and Nam Yoonjae},
title={A Study of the Effectiveness of the Gamification Factor in Loyalty Programs on Brand Attitude and Loyalty Focusing on the Starbucks App},
journal={Journal of Tourism Sciences},
issn={1226-0533},
year={2018},
volume={42},
number={9},
pages={103-121},
doi={10.17086/JTS.2018.42.9.103.121}
TY - JOUR
AU - 최광림
AU - Nam Yoonjae
TI - A Study of the Effectiveness of the Gamification Factor in Loyalty Programs on Brand Attitude and Loyalty Focusing on the Starbucks App
JO - Journal of Tourism Sciences
PY - 2018
VL - 42
IS - 9
PB - The Tourism Sciences Society Of Korea
SP - 103
EP - 121
SN - 1226-0533
AB - The purpose of this research was to analyze the link between gamification of loyalty programs and customers’ attitudes toward a brand, measuring how each element of gamification affected customers’ loyalty by surveying users of Starbucks coffee company’s MyStarbucksReward® application, viewed by many as one of the most successful cases of gamified loyalty programs. Through the survey analysis, the results of this study confirmed that each element of gamification positively and significantly affected brand attitude and customer loyalty. In addition, the results implied that gamification could be an effective means for engaging customers. Furthermore, it was suggested that gamification should be considered as an essential element for businesses when building a successful loyalty program in the current business environment.
KW - Gamification;Loyalty program;Brand attitude;Brand loyalty;Application;Usability
DO - 10.17086/JTS.2018.42.9.103.121
ER -
최광림 and Nam Yoonjae. (2018). A Study of the Effectiveness of the Gamification Factor in Loyalty Programs on Brand Attitude and Loyalty Focusing on the Starbucks App. Journal of Tourism Sciences, 42(9), 103-121.
최광림 and Nam Yoonjae. 2018, "A Study of the Effectiveness of the Gamification Factor in Loyalty Programs on Brand Attitude and Loyalty Focusing on the Starbucks App", Journal of Tourism Sciences, vol.42, no.9 pp.103-121. Available from: doi:10.17086/JTS.2018.42.9.103.121
최광림, Nam Yoonjae "A Study of the Effectiveness of the Gamification Factor in Loyalty Programs on Brand Attitude and Loyalty Focusing on the Starbucks App" Journal of Tourism Sciences 42.9 pp.103-121 (2018) : 103.
최광림, Nam Yoonjae. A Study of the Effectiveness of the Gamification Factor in Loyalty Programs on Brand Attitude and Loyalty Focusing on the Starbucks App. 2018; 42(9), 103-121. Available from: doi:10.17086/JTS.2018.42.9.103.121
최광림 and Nam Yoonjae. "A Study of the Effectiveness of the Gamification Factor in Loyalty Programs on Brand Attitude and Loyalty Focusing on the Starbucks App" Journal of Tourism Sciences 42, no.9 (2018) : 103-121.doi: 10.17086/JTS.2018.42.9.103.121
최광림; Nam Yoonjae. A Study of the Effectiveness of the Gamification Factor in Loyalty Programs on Brand Attitude and Loyalty Focusing on the Starbucks App. Journal of Tourism Sciences, 42(9), 103-121. doi: 10.17086/JTS.2018.42.9.103.121
최광림; Nam Yoonjae. A Study of the Effectiveness of the Gamification Factor in Loyalty Programs on Brand Attitude and Loyalty Focusing on the Starbucks App. Journal of Tourism Sciences. 2018; 42(9) 103-121. doi: 10.17086/JTS.2018.42.9.103.121
최광림, Nam Yoonjae. A Study of the Effectiveness of the Gamification Factor in Loyalty Programs on Brand Attitude and Loyalty Focusing on the Starbucks App. 2018; 42(9), 103-121. Available from: doi:10.17086/JTS.2018.42.9.103.121
최광림 and Nam Yoonjae. "A Study of the Effectiveness of the Gamification Factor in Loyalty Programs on Brand Attitude and Loyalty Focusing on the Starbucks App" Journal of Tourism Sciences 42, no.9 (2018) : 103-121.doi: 10.17086/JTS.2018.42.9.103.121
