Fomentando os comportamentos de compromiso dos clientes mediante programas de fidelización gamificados: un estudo desde a perspectiva de “obter valor, dar valor”
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Este estudo aplica o marco teórico denominado “value get, value give” para explicar como os programas de lealdade gamificados xeran valor para as empresas. Proponse un modelo que foi contrastado e cuxo obxectivo é analizar se o valor percibido ofrecido por un programa de lealdade gamificado xera suficiente satisfacción nos clientes e se, posteriormente, esta satisfacción tradúcese en comportamentos de compromiso que engaden valor ás empresas. Analizáronse datos de 134 usuarios activos do programa de lealdade gamificado “Más Renfe”, pertencente a Renfe, líder español en transporte ferroviario de pasaxeiros e mercadorías, utilizando a metodoloxía de ecuacións estruturais de mínimos cadrados parciais. Os resultados mostran que o valor hedónico e o valor financeiro incrementan a satisfacción do usuario, mentres que o de trato preferente e a personalización non o fan. Ademais, unha maior satisfacción cos programas de lealdade gamificados facilita os comportamentos de compromiso dos clientes. Este estudo contribúe á literatura existente ao proporcionar evidencia empírica sobre a efectividade dos programas de lealdade gamificados para promover comportamentos de compromiso que xeran valor para as empresas.
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