Gamification i appbaserade lojalitetsprogram inom dagligvaruhandeln : En studie om hur appbaserade belöningssystem relaterar till beteendemässig och attitydmässig lojalitet

Sammanfattning

This study examines how gamification in app-based loyalty programs relates to customer loyalty in the Swedish grocery retail sector, with particular focus on behavioral and attitudinal loyalty. Drawing on gamification theory, Self-Determination Theory, customer loyalty theory, relationship marketing, and switching costs, the study analyzes whether gamified loyalty apps are primarily associated with indicators of more stable relational loyalty or with reward-driven engagement. The empirical material is based primarily on a quantitative survey of 192 student users of grocery loyalty apps in the Stockholm area, complemented by three semi-structured interviews with practitioners in leading roles within ICA and Coop. The findings indicate that, in the studied material, the use of loyalty apps is primarily associated with economic incentives and practical usefulness rather than stable relational loyalty. External motivation, particularly discounts, bonuses, coupons, and other price-related benefits, emerged as the strongest motivational dimension. The Spearman correlation analysis showed positive associations between gamification and both behavioral loyalty (ρ = 0.478, p < 0.001) and attitudinal loyalty (ρ = 0.600, p < 0.001), indicating that respondents who rated gamified elements higher also tended to report higher behavioral and attitudinal loyalty. However, these results should be interpreted as associations rather than causal effects. Overall, the study suggests that app-based loyalty programs in grocery retail are linked to repeated purchasing behavior and positive store attitudes, but that this loyalty remains strongly shaped by economic incentives, price sensitivity, and competition. Respondents’ willingness to switch stores for better prices indicates that loyalty in this context is conditional rather than firmly relational. Gamified elements such as points, levels, feedback, and progress indicators appear to support engagement mainly by making rewards more visible and structured, rather than by independently creating stable relational loyalty. The study therefore highlights the importance of distinguishing between behavioral activity, attitudinal preference, and stronger forms of genuine customer loyalty.