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Playing to win

2026-06-10Artigo científico Acesso aberto
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dc.contributor.authorRita, Paulo
dc.contributor.authorRamos, Ricardo
dc.contributor.authorOliveira, Pedro Miguel
dc.contributor.authorSimões, Mariana Neves
dc.contributor.institutionInformation Management Research Center (MagIC) - NOVA Information Management School
dc.contributor.institutionNOVA Information Management School (NOVA IMS)
dc.contributor.pblEmerald Group Publishing Ltd.
dc.date.accessioned2026-06-15T10:49:01Z
dc.date.available2026-06-15T10:49:01Z
dc.date.issued2026-06-10
dc.descriptionRita, P., Ramos, R., Oliveira, P. M., & Simões, M. N. (2026). Playing to win: the impact of gamified loyalty programs in grocery retail. Spanish Journal of Marketing - ESIC. https://doi.org/10.1108/SJME-10-2024-0276 --- %ABS1%
dc.description.abstractPurpose This study aims to examine the effectiveness of gamified loyalty programs (GLPs) in the grocery retail industry, focusing on factors that influence their perceived benefits and their impact on customer satisfaction and loyalty. Design/methodology/approach Data was gathered from 203 users of a leading supermarket Card in Portugal’s grocery sector via an online survey. The analysis used confirmatory factor analysis (CFA) and Structural Equation Modeling (SEM). Findings The study shows that monetary savings and convenience enhance perceived usefulness, while exploration negatively impacts it, likely due to the task-oriented nature of grocery shopping. Entertainment and social/recognition benefits are less influential. Originality/value The study establishes a positive link between ease of use, program satisfaction and customer loyalty. It pioneers the examination of GPLs in the grocery sector, using an adapted technology acceptance model (TAM) to provide new insights into the perceived usefulness and ease of use of gamified systems.en
dc.description.versionpublishersversion
dc.description.versionepub_ahead_of_print
dc.format.extent23
dc.format.extent810130
dc.identifier.doi10.1108/SJME-10-2024-0276
dc.identifier.issn2444-9709
dc.identifier.otherPURE: 157672033
dc.identifier.otherPURE UUID: 5b8e36f9-9389-4631-90dd-5f6296d7029d
dc.identifier.otherScopus: 105043677813
dc.identifier.otherWOS: 001787493600001
dc.identifier.otherORCID: /0000-0001-6050-9958/work/217779559
dc.identifier.urihttp://hdl.handle.net/10362/203777
dc.identifier.urlhttps://www.scopus.com/pages/publications/105043677813
dc.identifier.urlhttps://www.webofscience.com/wos/woscc/full-record/WOS:001787493600001
dc.language.isoeng
dc.peerreviewedyes
dc.relationhttps://doi.org/10.54499/UID/04152/2025
dc.subjectGrocery retail
dc.subjectLoyalty programs
dc.subjectGamification
dc.subjectTechnology acceptance model
dc.subjectCustomer loyalty
dc.subjectRetail de alimentación
dc.subjectProgramas de fidelización
dc.subjectGamificación
dc.subjectModelo de aceptación tecnológica
dc.subjectLealtad del cliente
dc.subject食品零售
dc.subject忠诚度计划
dc.subject游戏化
dc.subject技术接受模型
dc.subject顾客忠诚度
dc.subjectMarketing
dc.subjectSDG 9 - Industry, Innovation, and Infrastructure
dc.subjectSDG 12 - Responsible Consumption and Production
dc.titlePlaying to winen
dc.title.subtitlethe impact of gamified loyalty programs in grocery retailen
dc.typejournal article
degois.publication.titleSpanish Journal of Marketing - ESIC
dspace.entity.typePublication
rcaap.rightsopenAccess

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NIMS: MagIC - Artigos em revista internacional com arbitragem científica (Peer-Review articles in international journals)