This research investigated how the effectiveness of gamification can increase customer retention. Obtaining and maintaining customer retention is a critical challenge for all customer-dependent markets within any industry. The study investigated the current effectiveness of the leading grocery chain in Sweden, ICA, and its loyalty program “Stammis”. This will be analyzed through the lens of the octalysis framework, a popular theoretical framework for gamification in non-game industries. While the utilization of the octalysis framework in investigating customer retention has been done prior to this study, a gap within the grocery industry has been detected. To archive the goal of the study, an thematic analysis was conducted, analyzing the current effectiveness of the Stammis program in correlation to the octalysis framework toward customer retention. Design iterations were created based on the result of the thematic analysis, suggesting potential redesigns with the goal of increasing the usage of gamification. The key findings of this research suggested that Stammis had an overall low inclusion of gamified elements. Furthermore, the outcome of this research demonstrated that mild design modifications of the existing features could increase the overall customer engagement of the application in accordance with the octalysis framework.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:uu-505539 |
| Date | January 2023 |
| Creators | Carlsson, Viktor, Olofsson, Felix |
| Publisher | Uppsala universitet, Institutionen för speldesign |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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