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The power of play in microfinance: examining the effect of gamification on customer relationship management performance

dc.contributor.authorLiu, Aiping
dc.contributor.authorUrquía Grande, María Elena
dc.contributor.authorLópez Sánchez. Pilar
dc.contributor.authorRodríguez López, Ángel
dc.date.accessioned2025-02-17T09:07:22Z
dc.date.available2025-02-17T09:07:22Z
dc.date.issued2024-12-01
dc.description.abstractThis study delves into the impact of gamification usage on the customer relationship management performance of microfinance platforms in China. Specifically, we systematically investigate the positive and negative perceptions influencing gamification adoption, which in turn affect satisfaction, customer engagement, and retention. Our results show that perceived benefit positively influences gamification usage intention, whereas perceived sacrifice exerts a negative impact. Furthermore, gamification usage intention correlates positively with satisfaction, customer engagement, and retention. Finally, the study highlights the positive relationships between satisfaction and customer engagement, as well as between customer engagement and retention. However, no significant relationship is observed between customer satisfaction and customer retention. These insights offer essential implications for enhancing user experiences and fostering customer loyalty.
dc.description.departmentDepto. de Administración Financiera y Contabilidad
dc.description.facultyFac. de Ciencias Económicas y Empresariales
dc.description.refereedTRUE
dc.description.statuspub
dc.identifier.citationLiu, A., Urquía-Grande, E., López-Sánchez, P., & Rodríguez-López, Á. (2024). The power of play in microfinance: Examining the effect of gamification on customer relationship management performance. Journal of Behavioral and Experimental Finance, 44, 100972. https://doi.org/10.1016/j.jbef.2024.100972
dc.identifier.doi10.1016/j.jbef.2024.100972
dc.identifier.essn2214-6369
dc.identifier.issn2214-6350
dc.identifier.officialurlhttps://doi.org/10.1016/j.jbef.2024.100972
dc.identifier.urihttps://hdl.handle.net/20.500.14352/118115
dc.journal.titleJournal of Behavioral and Experimental Finance
dc.language.isoeng
dc.page.initial100972
dc.publisherElsevier
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 Internationalen
dc.rights.accessRightsopen access
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subject.keywordGamification
dc.subject.keywordMicrofinance
dc.subject.keywordValence framework
dc.subject.keywordCustomer relationship management
dc.subject.ucmCiencias Sociales
dc.subject.unesco53 Ciencias Económicas
dc.titleThe power of play in microfinance: examining the effect of gamification on customer relationship management performance
dc.typejournal article
dc.type.hasVersionVoR
dc.volume.number44
dspace.entity.typePublication
relation.isAuthorOfPublication6dab246f-23d5-4793-b89c-fb43c168ff43
relation.isAuthorOfPublication3c895dfe-62a8-497d-a7e2-b1a7f5b3316b
relation.isAuthorOfPublication.latestForDiscovery6dab246f-23d5-4793-b89c-fb43c168ff43

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