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June 11, 2026Spanish Journal of Marketing - ESICOpen Access

Playing to win: the impact of gamified loyalty programs in grocery retail

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Authors

PRPaulo RitaRRRicardo RamosPOPedro Miguel Oliveira

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Overview

Randomized trial examines customer satisfaction and loyalty from gamified loyalty programs in retail, suggesting new insights into consumer engagement.

Key Points

  • This study aims to investigate how gamified loyalty programs affect customer satisfaction and loyalty in grocery retail.
  • Data collected from 203 users of a leading supermarket card in Portugal via an online survey.
  • Analysis utilized confirmatory factor analysis (CFA) and structural equation modeling (SEM).
  • Monetary savings and convenience significantly enhance perceived usefulness.
  • Exploration negatively impacts perceived usefulness due to the task-oriented nature of grocery shopping.
  • A positive link established between ease of use, program satisfaction, and customer loyalty.

Cite This Study

Rita et al. (2026) studied this question.

synapsesocial.com/papers/6a2a526080c8f91e7f39e57ahttps://doi.org/10.1108/sjme-10-2024-0276
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Also Consider

Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context:

  1. 1Longitudinal perceptions of gamified loyalty programs (GLPs): a mix of slot machines and entertainment toys2024 · 1 citations
  2. 2Gamification in Retail: Enhancing Grocery Customer Experience with Location-Based Strategies2024 · 1 citations
  3. 3Gamification in E-banking and E-wallets and Customer’s Loyalty2024
  4. 4THE ROLE OF GAMIFIED CUSTOMER BENEFITS IN PURSUING CUSTOMERS’ LOYALTY: A MEDIATED ROLE OF CUSTOEMR ENGAGEMENT2024
  5. 5The impact of gamification on loyalty mediated by consumer engagement and brand awareness2024 · 3 citations