Gamification Effect of Loyalty Program and Its Assessment Using Game Refinement Measure: Case Study on Starbucks

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 refineme...

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Main Authors: Xin, O.W., Zuo, L., Iida, H., Aziz, N.
Format: Article
Institution: Universiti Teknologi Petronas
Record Id / ISBN-0: utp-eprints.21302 /
Published: Springer Verlag 2018
Online Access: 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
http://eprints.utp.edu.my/21302/
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spelling utp-eprints.213022019-02-26T03:17:46Z Gamification Effect of Loyalty Program and Its Assessment Using Game Refinement Measure: Case Study on Starbucks Xin, O.W. Zuo, L. Iida, H. Aziz, N. 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. Springer Verlag 2018 Article NonPeerReviewed 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 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. http://eprints.utp.edu.my/21302/
institution Universiti Teknologi Petronas
collection UTP Institutional Repository
description 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.
format Article
author Xin, O.W.
Zuo, L.
Iida, H.
Aziz, N.
spellingShingle Xin, O.W.
Zuo, L.
Iida, H.
Aziz, N.
Gamification Effect of Loyalty Program and Its Assessment Using Game Refinement Measure: Case Study on Starbucks
author_sort Xin, O.W.
title Gamification Effect of Loyalty Program and Its Assessment Using Game Refinement Measure: Case Study on Starbucks
title_short Gamification Effect of Loyalty Program and Its Assessment Using Game Refinement Measure: Case Study on Starbucks
title_full Gamification Effect of Loyalty Program and Its Assessment Using Game Refinement Measure: Case Study on Starbucks
title_fullStr Gamification Effect of Loyalty Program and Its Assessment Using Game Refinement Measure: Case Study on Starbucks
title_full_unstemmed Gamification Effect of Loyalty Program and Its Assessment Using Game Refinement Measure: Case Study on Starbucks
title_sort gamification effect of loyalty program and its assessment using game refinement measure: case study on starbucks
publisher Springer Verlag
publishDate 2018
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
http://eprints.utp.edu.my/21302/
_version_ 1741196437800091648
score 11.62408

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