The Impact of Gamification and Customer Engagement in Loyalty Programs on Repeat Purchase Behavior
Author (s)
Faria Zahan Sarna
Abstract
This study examines the psychological impact of gamification in loyalty programs, with a particular focus on the role of customer engagement in influencing repeat purchase behavior. Data were collected from 203 respondents in Bangladesh, many of whom actively use loyalty programs such as bKash. The study investigated the effects of several gamification elements, including Points and Rewards System (PRS), Personalization (PE), Challenges and Competitions (C&C), and Social Interaction (SI) on repeat purchase behavior (RP), with special emphasis on the mediating role of customer engagement (CE). The results revealed that customer engagement had a positive and statistically significant effect on repeat purchase behavior. However, PRS, PE, C&C, and SI did not show significant direct effects on repeat purchase behavior. Furthermore, personalization and social interaction positively influenced repeat purchase behavior through customer engagement. The findings suggest that businesses in Bangladesh should place greater emphasis on enhancing customer engagement by integrating personalized and socially interactive features into their loyalty programs. The study also highlights the need for further research on cross-cultural differences and the evolving role of gamification across different industries and contexts.
Keywords: Gamification, Customer Engagement, Loyalty Programs, Repeat Purchases, Personalization.
| Title: | The Impact of Gamification and Customer Engagement in Loyalty Programs on Repeat Purchase Behavior |
|---|---|
| Author: | Faria Zahan Sarna |
| Journal Name: | Journal of Market Research |
| ISSN: | 3106-549X |
| DOI: | https://doi.org/10.58970/JMR.5017 |
| Website: | ijsab.com |
| Media: | Online |
| Volume: | 2 |
| Issue: | 1 |
| Issue publication (Year): | 2026 |
| Acceptance Date: | 06/04/2026 |
| Date of Publication: | 09/04/2026 |
| PDF URL: | http://ijsab.com/wp-content/uploads/5017.pdf |
| Free download: | Available |
| Page: | 101-121 |
| First Page: | 101 |
| Last Page: | 121 |
| Paper Type: | Research paper |
| Current Status: | Published |
Cite This Article:
Sarna, F. Z. (2026). The Impact of Gamification and Customer Engagement in Loyalty Programs on Repeat Purchase Behavior, Journal of Market Research, 2(1), 101-121. DOI: https://doi.org/10.58970/JMR.5017
Retrieved from http://ijsab.com/wp-content/uploads/5017.pdf
About Author (s)
Faria Zahan Sarna, Lecturer, School of Business, Primeasia University, Dhaka, Bangladesh. ORCID: https://orcid.org/0009-0009-6514-4754
DOI: https://doi.org/10.58970/JMR.5017
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