Date of Publication

3-27-2023

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Business Management

Subject Categories

E-Commerce | Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Decision Sciences and Innovation Dept

Thesis Advisor

Harvey T. Ong

Defense Panel Chair

Roderick Pangindian

Defense Panel Member

Rivka Nagtalon
Cristina Lim

Abstract/Summary

This research analysis was conducted to examine the influence of gamified loyalty programs on customer satisfaction and purchase intention among Shopee users in Metro Manila, with intrinsic motivation as a moderating variable, and its indirect impact on customer loyalty. Data was collected from a minimum of 200 respondents using purposive sampling through online survey questionnaires developed on Google Forms. The findings indicate a positive correlation between the variables. Additionally, the results suggest that while gamified loyalty programs have an impact on customer satisfaction, they do not significantly affect purchase intention. Furthermore, intrinsic motivation was not found to have a significant moderating effect between gamified loyalty programs and customer satisfaction or purchase intention. The researchers recommend that Shopee introduce novel forms of gamified loyalty programs to enhance customer satisfaction and purchase intention. The researchers propose using innovative and interactive game mechanics to keep customers engaged and returning, as well as customizing the gamification experience for each user by utilizing customer data to provide targeted challenges and rewards. Finally, continuous monitoring and analysis of customer engagement and conversion rates can aid Shopee in optimizing and refining the gamification experience over time.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Customer loyalty programs; Customer loyalty; Gamification; Electronic commerce

Upload Full Text

wf_yes

Embargo Period

4-23-2023

Download

Share

COinS