Gamification Effect of Loyalty Program and Its Assessment Using Game Refinement Measure: Case Study on Starbucks
This paper explores the advantage of loyalty program in the domain of business, while Starbucks is chosen as a case study. It focuses mainly on the point system that provides a certain degree of gamification effect. It considers a game progress model of My Starbucks Rewards to derive a game refineme...
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| Main Authors: | , , , |
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| Format: | Article |
| Published: |
Springer Verlag
2018
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| Online Access: | https://www.scopus.com/inward/record.uri?eid=2-s2.0-85043347677&doi=10.1007%2f978-981-10-8276-4_16&partnerID=40&md5=aa12a386ecf357965a479aba5c8729b4 http://eprints.utp.edu.my/21302/ |
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