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oai:docta.ucm.es:20.500.14352/1263612025-11-24T09:23:19Zcom_20.500.14352_14col_20.500.14352_15

00925njm 22002777a 4500 dc Liu, Aiping author Urquía Grande, María Elena author López Sánchez, Pilar author Rodríguez López, Ángel author 2024-05-01 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. 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 1544-6123 10.1016/j.frl.2024.105359 https://hdl.handle.net/20.500.14352/126361 https://doi.org/10.1016/j.frl.2024.105359 The role of gamification in customer citizenship behavior on China's microfinance platforms