Playing to win: the impact of gamified loyalty programs in grocery retail

Purpose This study aims to examine the effectiveness of gamified loyalty programs (GLPs) in the grocery retail industry, focusing on factors that influence their perceived benefits and their impact on customer satisfaction and loyalty. Design/methodology/approach Data was gathered from 203 users of a leading supermarket Card in Portugal’s grocery sector via an online survey. The analysis used confirmatory factor analysis (CFA) and Structural Equation Modeling (SEM). Findings The study shows that monetary savings and convenience enhance perceived usefulness, while exploration negatively impacts it, likely due to the task-oriented nature of grocery shopping. Entertainment and social/recognition benefits are less influential. Originality/value The study establishes a positive link between ease of use, program satisfaction and customer loyalty. It pioneers the examination of GPLs in the grocery sector, using an adapted technology acceptance model (TAM) to provide new insights into the perceived usefulness and ease of use of gamified systems.