The Impact of Gamification in Loyalty Programmes on Increasing E-Customer Loyalty: The Mediating Role of Perceived Value Evidence from Hotels and OTAs

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Abstract
The aim of the research is to define the impact of adopting gamification in loyalty programmes on increasing e-customer loyalty, in addition to investigating how perceived value could act as a mediator in the relationship between gamification in loyalty programmes and e-customer loyalty, based on evidence from a sample of customers from OTAs and hotels in Egypt. The descriptive analytical approach was used as a research methodology. A simple random sample representative of the study population was surveyed (397). The structural equation modelling (SEM) results indicated that gamification in loyalty programmes significantly and positively affects e-customer loyalty and perceived value. Considering the mediating role of perceived value, findings revealed that perceived value significantly partially mediates the relationship between gamification in loyalty programmes and e-customer loyalty. The study recommends that hotels and OTAs should enhance their efforts, aiming to utilise and then take up new and cutting-edge e-marketing tools and applications.

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