Is Gamification Important for Service Systems Non-Users? A Study on Airline Loyalty Programs

Abstract

Increasing use of social communication networks and mobile technology have caused the airline-passenger relationship to shift from traditional methods to more modern and technological infrastructure processes. The airline loyalty programs provide that permit more focused marketing, tailored services, and more accessibility for both members and non-members. Consumers are motivated by prizes, competition, and social engagement in gamified loyalty programmes. Gamification, which is effective in improving the results of innovation practices and their acceptance by consumers, plays an active role in this interaction. In this direction, the study aims to reveal the factors that affect the service system non-users behavioral intentions based on airline loyalty programs and its relationship between social influence, consumer innovativeness, and gamification. The research data were collected from air passengers who use air transportation at least once time and have no loyalty program membership. Data obtained from passengers were analyzed using the PLS-SEM model. The findings show that gamification processes will improve the participation process of new passengers, and in this direction, new consumer profiles can be added to the portfolio of service systems. In addition, it has revealed that gamification and social influence are effective on behavioral intention and gamification has a mediating role in the relationship between consumer innovativeness and behavioral intention.