eprintid: 10889
rev_number: 2
eprint_status: archive
userid: 1
dir: disk0/00/01/08/89
datestamp: 2023-11-09 16:37:30
lastmod: 2023-11-09 16:37:30
status_changed: 2023-11-09 16:32:26
type: article
metadata_visibility: show
creators_name: Xin, O.W.
creators_name: Zuo, L.
creators_name: Iida, H.
creators_name: Aziz, N.
title: Gamification Effect of Loyalty Program and Its Assessment Using Game Refinement Measure: Case Study on Starbucks
ispublished: pub
keywords: Computation theory; Motivation, Food industries; Game elements; Game experience; Loyalty program; Point system; Refinement theory; Short periods; Starbucks, Sales
note: cited By 4; Conference of 4th International Conference on Computational Science and Technology, ICCST17 ; Conference Date: 29 November 2017 Through 30 November 2017; Conference Code:211169
abstract: This paper explores the advantage of loyalty program in the domain of business, while Starbucks is chosen as a case study. It focuses mainly on the point system that provides a certain degree of gamification effect. It considers a game progress model of My Starbucks Rewards to derive a game refinement measure for the assessment of gamification impact. The assessment results indicate that the game element of point system in My Starbucks Rewards shows motivations towards the normal purchasing activities. On the other hand, the point system shows the decreasing of motivation effect towards customers� purchases over the time. In short, customers are experiencing unsophisticated game experience in a point system which is proved to be a short term incentive that is useful to motivate customers in the early age for a short period of time. Starbucks incorporates both point system and tier system in its loyalty program, targeting to attract new customers as well as retain them for a long time to come. However, the current study only examines the point system of Starbucks. Further research might explore more on structure of loyalty program in restaurant or food industry. © 2018, Springer Nature Singapore Pte Ltd.
date: 2018
publisher: Springer Verlag
official_url: https://www.scopus.com/inward/record.uri?eid=2-s2.0-85043347677&doi=10.1007%2f978-981-10-8276-4_16&partnerID=40&md5=aa12a386ecf357965a479aba5c8729b4
id_number: 10.1007/978-981-10-8276-4₁₆
full_text_status: none
publication: Lecture Notes in Electrical Engineering
volume: 488
pagerange: 161-171
refereed: TRUE
isbn: 9789811082757
issn: 18761100
citation:   Xin, O.W. and Zuo, L. and Iida, H. and Aziz, N.  (2018) Gamification Effect of Loyalty Program and Its Assessment Using Game Refinement Measure: Case Study on Starbucks.  Lecture Notes in Electrical Engineering, 488.  pp. 161-171.  ISSN 18761100