| Abstract [eng] |
Divine Dzidzor, Dogbe The impact of gamification and brand engagement on customer loyalty to Betpawa, Ghana Master Thesis Academic supervisor: prof.dr. Sigitas Urbonavičius Vilnius University Programme: Marketing and Integrated Communication Vilnius, 2023 Size: 70 pages, 1 model, 18 tables, 4 figures. The ultimate objective of market-leading businesses is to exert greater effort to encourage repeat purchases from brand-loyal customers. Therefore, most of these firms have identified several approaches to achieve such goals. Gamification, a relatively new trend, has already become a common procedure in the field. It was predicted that it would eventually play a crucial role in businesses' client loyalty and marketing initiatives. The idea has been researched in the area of design and human-computer interaction, but it is also seen as a vital marketing tool. Therefore, the main goal of this study was to assess the impact of gamification and brand engagement on customer loyalty to Betpawa, Ghana. A model was developed during the research and served as the basis for testing relationships between variables. Perceived value, perceived quality, satisfaction, gamification, brand engagement, and loyalty were among the variables that revealed important linkages. According to the study, perceived value, perceived quality, and gamification all have a significant impact on satisfaction. Loyalty was significantly influenced by satisfaction as well. Two of the variables, however, did not significantly affect loyalty. Additionally, regression analysis was done to test the relationship between perceived value & quality as well as gamification on satisfaction within age groups within the sample population. This research result varied amongst these categories. The results and conclusions of this study may suggest that betting organizations discover alternate, more successful methods of boosting consumer loyalty while defying the trend of adopting gamification. One major limitation of this study was the constraint of time. However, this master's thesis has significant theoretical and practical significance, and decision-makers in the betting industry can utilize it as a guide to make smart operational decisions. |
