RT Journal Article
T1 The power of play in microfinance: examining the effect of gamification on customer relationship management performance
A1 Liu, Aiping
A1 Urquía Grande, María Elena
A1 López Sánchez. Pilar, 
A1 Rodríguez López, Ángel
AB This 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.
PB Elsevier
SN 2214-6350
YR 2024
FD 2024-12-01
LK https://hdl.handle.net/20.500.14352/118115
UL https://hdl.handle.net/20.500.14352/118115
LA eng
NO Liu, 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
DS Docta Complutense
RD 29 abr 2025