The Impact of Gamification in Loyalty Programmes on Increasing E-Customer Loyalty: The Mediating Role of Perceived Value Evidence from Hotels and OTAs | ||
| International Academic Journal Faculty of Tourism and Hotel Management | ||
| Volume 10, Issue 1, 2024, Pages 34-73 PDF (739.63 K) | ||
| Document Type: Original Article | ||
| DOI: 10.21608/ijaf.2024.285346.1086 | ||
| Authors | ||
| mohamed ahmed elsaied* 1; reham Mamdouh Abd El-MaKsoud2 | ||
| 1faculty of ourism and hotels mansoura university | ||
| 2Lecturer 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. | ||
| Keywords | ||
| Gamification; Loyalty Programmes; Customer Loyalty; Perceived Value; Online Travel Agencies (OTAs) | ||
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