The effect of gamification on brand loyalty of educational institutions:A case study of Ghalamchi educational brand

Subject Areas : Education Management

Ali Parvar ¹ , Amir Rahimpour ²

1 - Bojnord Azad University
2 - Islamic Azad University, Bojnord branch

Received: 2023-10-12 Accepted : 2024-06-06 Published : 2024-06-18

Keywords: educational institutes , gamification, brand satisfaction, brand love, Brand loyalty,

Abstract :

This research aimed to examine how the use of gamified apps in educational institutions affects the brand dimensions of these institutions. The study focused on online education, marketing, and branding. The research followed a descriptive-survey method for its purpose and applied a data collection method. The case study was conducted on the English language learning application "Wow" of the Qalamchi app, which utilized gamification techniques. The statistical population consisted of 147 users of this app, specifically students who used the Qalamchi Institute to prepare for comprehensive university entrance exams. Structural equation modeling was used for data analysis, and the reliability of latent variables was assessed using Cronbach's alpha coefficient. Convergent validity was evaluated using the average variance extracted (AVE). The research findings supported the hypotheses and demonstrated that the use of gamification in electronic education at the Qalamchi Institute significantly influenced student satisfaction, brand love, and brand attitude. Furthermore, educational institutions should prioritize the emotional aspects of students, particularly fostering interest and academic enthusiasm, to establish strong connections, commitment, and customer retention.