Gamification Effect of Loyalty Program and Its Assessment Using Game Refinement Measure: Case Study on Starbucks

• Main Authors: Xin, O.W., Zuo, L., Iida, H., Aziz, N.
• Format: Article
• Published: Springer Verlag 2018
• 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/

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...