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A Study of the Effectiveness of the Gamification Factor in Loyalty Programs on Brand Attitude and Loyalty Focusing on the Starbucks App

최광림 1 Nam Yoonjae 1

1경희대학교

Excellent Accredited

ABSTRACT

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.

Citation status

* References for papers published after 2022 are currently being built.