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Gamifying Loyalty: Real World Success Stories
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Author(s): Siddharth Kashiramka (Emory University, USA), Prashant Gupta (University of California, Davis, USA), Arjun Bali (University of Texas, Dallas, USA)and Anshuman Guha (Johns Hopkins University, USA)
Copyright: 2025
Pages: 28
Source title:
Evolving Strategies for Organizational Management and Performance Evaluation
Source Author(s)/Editor(s): Ricardo Marcão (ISLA Santarém, Portugal)and Vasco Santos (Institute Polytechnic of Tomar, Portugal)
DOI: 10.4018/979-8-3373-0149-5.ch011
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Abstract
The web has rapidly become the one-stop shop for all research, product comparison, evaluation, and great price deals done pre-purchase. Customers are more aware and demanding than ever. The evolution of technology and digitization has created a great opportunity for companies to influence the business ecosystem and customer behavior. However, this also means that customers have more options to choose from. Organizations have to fight to win the customer's share of mind. And the most stunning outcome that a brand can expect is actually not having the need of promoting itself at all and still being at the top of the mind of the customer. Customers would be happy to promote the brand they love and trust. And loyalty programs are the way to achieve that. With gamification, loyalty programs can deliver both the cost savings and the revenue generation benefits to the companies. The objective is to understand the importance of gamification in loyalty programs in the actual digital era and how to execute the programs to deliver the maximum intended value.
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