Fomentando los comportamientos de compromiso de los clientes mediante programas de fidelización gamificados: un estudio desde la perspectiva de “obtener valor, dar valor”
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Este estudio aplica el marco teórico denominado “value get, value give” para explicar cómo los programas de lealtad gamificados generan valor para las empresas. Se propone un modelo que ha sido contrastado y cuyo objetivo es analizar si el valor percibido ofrecido por un programa de lealtad gamificado genera suficiente satisfacción en los clientes y si, posteriormente, esta satisfacción se traduce en comportamientos de compromiso que añaden valor a las empresas. Se analizaron datos de 134 usuarios activos del programa de lealtad gamificado “Más Renfe”, perteneciente a Renfe, líder español en transporte ferroviario de pasajeros y mercancías, utilizando la metodología de ecuaciones estructurales de mínimos cuadrados parciales. Los resultados muestran que el valor hedónico y el valor financiero incrementan la satisfacción del usuario, mientras que el de trato preferencial y la personalización no lo hacen. Además, una mayor satisfacción con los programas de lealtad gamificados facilita los comportamientos de compromiso de los clientes. Este estudio contribuye a la literatura existente al proporcionar evidencia empírica sobre la efectividad de los programas de lealtad gamificados para promover comportamientos de compromiso que generan valor para las empresas.
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