Exploring the Impact of Gamification to Perceived Enjoyment and Customer Personalized Experience to Increasing Customer Satisfaction and Customer Loyalty

In the realm of marketing, there has been significant emphasis on gamification, perceived enjoyment, and personalized customer experience for enhancing customer loyalty and satisfaction. The research aims to investigate how gamification influences perceived enjoyment and personalized customer experience to bolster customer satisfaction and loyalty. This study uses a correlation-based cross-sectional approach with 200 participants as the sample. The data obtained will be assessed using Smart-PLS (Partial Least Square) for Structural Equation Modeling (SEM). The findings show that gamification has a positive impact on the enjoyment perspective, as well as on customer personalized experience and satisfaction. Additionally, perceived enjoyment and personalized customer experience are found to affect costumer satisfaction which in turn has an impact on customer loyalty. This study offers valuable insights into leveraging gamification, perceived enjoyment, and personalized customer experience to enhance customer satisfaction and loyalty.