Citas bibligráficas
Álvarez, C., Otoya, M. (2024). Relación entre gamificación, compromiso con la marca y experiencia del cliente para comercios minoristas de alimentos en Lima Metropolitana [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/673918
Álvarez, C., Otoya, M. Relación entre gamificación, compromiso con la marca y experiencia del cliente para comercios minoristas de alimentos en Lima Metropolitana [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2024. http://hdl.handle.net/10757/673918
@misc{renati/417897,
title = "Relación entre gamificación, compromiso con la marca y experiencia del cliente para comercios minoristas de alimentos en Lima Metropolitana",
author = "Otoya Flores, Miguel Eduardo",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2024"
}
Retail and the use of gamification strategies are constantly evolving and are currently considered innovative approaches. The aim is to increasingly engage customers through playful experiences, such as obtaining rewards, setting challenges, and achieving milestones, all applicable in physical or virtual stores. Companies strengthen their relationship with customers by generating a noticeable increase in participation. This is reflected in significant net sales, job creation, and as a major economic activity sustaining the country. Despite its appeal, gamification is still controversial in academic circles and imprecise when replicating success stories. Additionally, efforts to understand its implications and benefits in the marketing field under the Latin American context and in the national market are still lacking. Therefore, the purpose of this research was to determine the nature of the relationship between gamification, brand engagement, and customer experience for Lima Metropolitana. Expert-validated questionnaires, subjected to rigorous validity (Aiken's V) and reliability (Cronbach's Alpha) analyses, were used as part of the data collection process. The results involved a sample of 400 people, mostly women aged 26 to 45, residing in Los Olivos. The relationship between independent and dependent variables was assessed using Spearman's covariance analysis. The results indicate high correlations between gamification and dependent variables. Brand engagement is of a moderate nature, with a strong correlation with customer experience. Gamification strategies for the sample are primarily influenced by the acquisition of rewards (physical or virtual). For engagement, purchasing predominates over brand identity. Finally, the customer experience is more influenced by the absence of issues during the purchasing process. These findings provide valuable information for decision-making in Lima Metropolitana. It is recommended to consider a potential impact of gamification strategies on consumer lifestyle and socioeconomic level. The relationships between these variables may vary if this study is replicated in a regional context.
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