| Abstract [eng] |
Customer loyalty is one of the key parts of business success. By analyzing factors that infuenc customer loyalty we could increase business competitiveness and increase performance. One of the factors that could have effect on customer loyalty is gamification. Academic literature indicates that gamification elements have a positive effect on factors that influence customer loyalty. Having that in mind quantitative research was conducted to test the hypothesis of such implications. Example of Booking.com was selected for experimental design since tourism sector lacks research in this field. Two most popular gamification elements were tested in comparison with control group – current loyalty program in Booking.com – Genius. The results confirmed that gamification elements have influence on some factors that increase possibility that customers will use services in the future. However, on some factors no statistically significant effect was found. Analysis results are in line with other research findings that quality and perceived usefulness are the main factors that influence customer loyalty. |
