RT Journal Article
T1 The role of gamification in customer citizenship behavior on China's microfinance platforms
A1 Liu, Aiping
A1 Urquía Grande, María Elena
A1 López Sánchez, Pilar
A1 Rodríguez López, Ángel
AB This study systematically explores how customer value derived from gamification influences customer citizenship behavior within the microfinance sector. To validate our theoretical framework, we conducted an online survey targeting users of microfinance platforms in China. Subsequently, the partial least squares-structural equation modeling (PLS-SEM) analysis was performed on 405 valid responses. The analysis reveals that functional and social values positively impact satisfaction, while emotional and monetary values do not exhibit a significant relationship with satisfaction. Additionally, satisfaction is positively associated with helpfulness, feedback, tolerance, and advocacy. More importantly, this study confirms the mediating role of satisfaction in the relationships between functional value, social value, and customer citizenship behavior. These insights offer valuable implications for microfinance platforms and the finance industry in improving user experience, fostering customer loyalty, and maximizing the value creation potential of customers.
PB Elsevier
SN 1544-6123
YR 2024
FD 2024-05-01
LK https://hdl.handle.net/20.500.14352/126361
UL https://hdl.handle.net/20.500.14352/126361
LA eng
NO Liu, A., Urquía-Grande, E., López-Sánchez, P., & Rodríguez-López, Á. (2024). The role of gamification in customer citizenship behavior on China’s microfinance platforms. Finance Research Letters, 63, 105359. https://doi.org/10.1016/j.frl.2024.105359
DS Docta Complutense
RD 30 dic 2025