A gamification strategy for a food service loyalty program in the Philippines

• Main Author: Mercado, Angel Psalm B
• Format: text
• Language: English
• Published: Animo Repository 2020
• Subjects: Gamification; Food service
• Online Access: https://animorepository.dlsu.edu.ph/etdm_infotech/1
• Institution: De La Salle University

There is a rapid growth in numbers of restaurants in the Philippines and just like in other countries Loyalty programs are being used to gain customers loyalty. This customer loyalty is expected to make a behavior of conducting a repeated transaction to the business, hence, growing the business which is also a concept of Customer Relationship Management. However, in the Philippine setting, Loyalty programs do have gaps, and this is the challenge to have repeated transactions as the basis of being a Loyal customer. This is also attested by data that coming from a business under Food Service industry which also uses Loyalty program.This study intends to use Gamification elements and techniques in a Customer Relationship Management model as a guide to solving motivational and repeated transaction gaps. Gamification is a process wherein it creates fun tasks to serve real-world objectives. Gamification is widely accepted in other industries such as Tourism, Employment, and Physical exercise in a global setting. In addition, this study also includes insights from a gamified Loyalty program under food industry in a global setting. However, there is no sufficient data that indicates gamification of a Loyalty program applied in Food Service industry in a local setting.As a result, it is the intention of this study to provide a better understanding of different customer types with a profile containing details how to encourage loyalty behavior through a loyalty program based on their preference conducted in a local setting.