The power of play in microfinance: Examining the effect of gamification on customer relationship management performance

• Published in: Journal of behavioral and experimental finance 2024-12, Vol.44, p.100972, Article 100972
• Main Authors: Liu, Aiping, Urquía-Grande, Elena, López-Sánchez, Pilar, Rodríguez-López, Ángel
• Format: Article
• Language: English
• Subjects: Customer relationship management; Gamification; Microfinance; Valence framework
• ISSN: 2214-6350; 2214-6350
• DOI: 10.1016/j.jbef.2024.100972

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. •Explore the impact of gamification on customer relationship management performance in Chinese microfinance platforms.•Identify the factors shaping gamification adoption and their effects on satisfaction, engagement, and retention.•Perceived benefit drives gamification usage intentions positively, while perceived sacrifice has a negative impact.•Gamification usage intentions positively influence satisfaction, engagement, and retention.•Positive correlations exist between satisfaction and engagement, as well as between engagement and retention.