Investigating the effect of gamification on behavioral consequences of online customers with mediating role of customer satisfaction and brand love (Case study: Travel agencies in Iraq)

Arabshahi, Masoome; Alevadi, Abdollah Hosein Hashem

doi:10.22034/jsma.2024.205850

Investigating the effect of gamification on behavioral consequences of online customers with mediating role of customer satisfaction and brand love (Case study: Travel agencies in Iraq)

Document Type : Original Article

Authors

Masoome Arabshahi ¹

Abdollah Hosein Hashem Alevadi ²

¹ Academic staff member - management group - Imam Reza International University

² MSc on Business Administration in Marketing, Imamreza International University, Mashhad, Iran

10.22034/jsma.2024.205850

Abstract

The purpose of this research was to investigate the effect of gamification on the behavioral outcomes of customers with the mediating role of customer satisfaction and brand love in online customers of tourism agencies in Iraq. This research was carried out with a practical purpose and in a descriptive-survey way. The statistical population is all users referring to tourism sites in Iraq. Non-probability available method was used for the sampling method and 384 tourists were evaluated and measured according to Cochran's formula. Library methods were used to collect the subject literature and research background, and the questionnaire of Kim's article (2021) was used to collect data. In order to obtain the content validity, the corrective comments of the relevant professors were used, and then the process of assessing the construct validity was done through factor analysis. Cronbach's alpha value was obtained to measure reliability. In this research, in order to analyze the data, statistical methods were used in two forms, descriptive and inferential. Descriptive statistics methods are used to check the general characteristics of users. Inferential statistical methods included partial least squares method. Data analysis was done using Smart PLS statistical software and the results showed that gamification has a positive and significant effect on the behavioral outcomes of customers with the mediating role of customer satisfaction and brand love for online customers of tourism agencies in Iraq.

Keywords

gamification

behavioral consequences of customers

customer satisfaction

brand love

online customers