Policy to Increase Customer Loyalty: A New Secret to Unlocking The Impact of Gamification on New Loyalty Programs (Case Study of Travel Agencies on Alborz Province)

Subject Areas : Management

ٍEsmaeel Rostamzadeh Ganji ¹ , nahid mahmudpur ² , saeid mahammad zade ³

1 - . Assistant Professor of Public Administration Department, Payam e Noor University, Tehran, Iran
2 - Doctoral student of Business Administration, International Center of Payam Noor University, Iran
3 - Doctoral student of Business Administration, International Center of Payam Noor University, Iran

Received: 2024-05-18 Accepted : 2024-08-05 Published : 2024-08-22

Keywords: Strategy, Gamification, Loyalty Programs, Customer Loyalty.,

Abstract :

This study examines the impact of gamification on customer loyalty and evaluates the relationship between gamification strategies and outcomes like repeat purchases, referrals, and brand advocacy. Using quantitative data and a correlational method, it innovatively focuses on the underexplored travel services industry, specifically in Alborz province, where similar research has not been conducted before. Data was collected via questionnaires vetted by sales and after-sales managers of travel agencies in Alborz. The statistical population includes their customers, with a sample size of 384 determined through random sampling. This applied survey-based research shows that gamification in loyalty programs can foster deep customer relationships, increasing revenue and market share. The study's novelty lies in examining a new marketing approach and its impact in a specific geographic area, providing valuable insights for future research and strategic planning in the travel services industry. Gamification boosts customer loyalty and enhances user experience, leading to sustainable company growth. It improves conversion rates and reduces churn. This study underscores the importance of gamification in loyalty programs, urging companies to adopt these strategies. The findings help businesses develop effective loyalty programs, increasing sales and profitability, and providing better strategies for customer attraction and retention.

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