TY  - JOUR
AU  - Liu, Aiping
AU  - Urquía Grande, María Elena
AU  - López Sánchez, Pilar
AU  - Rodríguez López, Ángel
PY  - 2024
DO  - 10.1016/j.frl.2024.105359
SN  - 1544-6123
UR  - https://hdl.handle.net/20.500.14352/126361
T2  - Finance Research Letters
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...
LA  - eng
PB  - Elsevier
KW  - Gamification
KW  - Microfinance
KW  - Customer value
KW  - Customer citizenship behavior
TI  - The role of gamification in customer citizenship behavior on China's microfinance platforms
TY  - journal article
VL  - 63
ER  -