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, Page 34-73 PDF (739.63 K) | ||||
| Document Type: Original Article | ||||
| DOI: 10.21608/ijaf.2024.285346.1086 | ||||
 View on SCiNiTO | ||||
| Authors | ||||
mohamed ahmed elsaied  1; reham Mamdouh Abd El-MaKsoud2
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| 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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