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1 – 5 of 5Rafael Bravo, Sara Catalán and José Miguel Pina
This paper aims to examine the differential effects of gamified loyalty programmes and conventional loyalty programmes on customer engagement behaviours.
Abstract
Purpose
This paper aims to examine the differential effects of gamified loyalty programmes and conventional loyalty programmes on customer engagement behaviours.
Design/methodology/approach
A 2 × 2 × 2 experiment was conducted that manipulated gamification (gamified vs non-gamified), reward levels (high vs low) and reward type (economic vs social). Data collected from a sample of 315 individuals were analysed through partial least squares and tests of means.
Findings
Gamification can improve the attractiveness of loyalty programmes by influencing perceptions of playfulness and reward satisfaction. In fact, gamification lowers the importance that customers attach to reward levels. As a result, customers perceive higher hedonic and utilitarian value, which positively influences their engagement behaviours.
Originality/value
To the best of the authors’ knowledge, this study is one of the first studies to attempt to empirically analyse whether incorporating gamification into loyalty programmes influences customer engagement behaviours in the hospitality context.
研究目的
本文研究了游戏化忠诚计划和传统忠诚计划对顾客参与行为的不同影响。
研究方法
本文进行了2 x 2 x 2实验, 操纵了游戏化(游戏化 vs 非游戏化)、奖励水平(高 vs 低)和奖励类型(经济 vs 社交)。通过对315名个体样本收集的数据进行PLS(偏最小二乘)和均值测试进行分析。
研究发现
游戏化可以通过影响玩味感和奖励满足感来提高忠诚计划的吸引力。实际上, 游戏化降低了顾客对奖励水平的重视程度。因此, 顾客感知到更高的享乐和功利价值, 从而积极地影响了他们的参与行为。
研究创新
本研究首次尝试在酒店业背景下经验性地分析将游戏化纳入忠诚计划是否影响顾客参与行为。
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Sarah Lee, Vafa Saboorideilami, Xiaotian Zhang and Yung-Jae Lee
The case study draws on structured interviews with Rob Chase, Founder and CEO of NewGen Surgical, as well as secondary data sources to analyze the effectiveness of these solutions…
Abstract
Research methodology
The case study draws on structured interviews with Rob Chase, Founder and CEO of NewGen Surgical, as well as secondary data sources to analyze the effectiveness of these solutions in mitigating the risks and enhancing the company’s competitive advantage.
Case overview/synopsis
This case study examines how NewGen Surgical, a small- to medium-sized medical equipment manufacturer based in the USA, navigates a supply chain crisis caused by post-pandemic (COVID-19) supply and demand distress, trade restrictions, and the US–China trade war in 2022. It outlines the journey of CEO and Founder, Robert Chase, as he started, grew and is maintaining the company and its various challenges. The case study reviews the risks and vulnerabilities of the company, which heavily relies on Chinese suppliers for most of its operations. To address the supply chain challenges, the case study explores alternative solutions such as insourcing, reshoring, diversifying the supplier base, changing safety stock and implementing new technologies. The case can be designed to teach business courses such as global business, supply chain and entrepreneurship.
Complexity academic level
This case study is intended for undergraduate and graduate students in courses such as global business, supply chain and entrepreneurship. In addition, this case study may be incorporated with modules on learning organizations, knowledge management and entrepreneurship to aid students in comprehending the principles of global sourcing, offshoring and supply chain management.
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The COVID-19 pandemic caused schools across the world to close their physical facilities and switch from face-to-face classes to remote learning. This research investigates the…
Abstract
Purpose
The COVID-19 pandemic caused schools across the world to close their physical facilities and switch from face-to-face classes to remote learning. This research investigates the consequences of school closures during the pandemic on families and children from marginalized sections of society. The setting of the Galapagos Islands is characterized by poor Internet access and performance, resulting in a detrimental effect on the education of students from vulnerable sectors of society.
Design/methodology/approach
Using data from an empirical context, this case study seeks to enhance statistical results from a provincial level household survey with quantitative information from participatory development planning workshops and plans.
Findings
Statistical analysis evidences the compound effect of the COVID-19 pandemic on the more vulnerable families living in the Galapagos. Both economic wellbeing and children's ability to attend classes online during school closures were linked to respondents' education levels. Participatory development planning workshops highlighted further inequality, and the plans resultant from the process sought to overcome challenges and address needs by contextualizing education for sustainable island living.
Originality/value
This case study emphasizes the impact of school closures due to the COVID-19 pandemic on vulnerable sectors of society. In the Galapagos Islands, the response to the compound effect of the pandemic and the other situational challenges has been to contextualize the educational curriculum towards the goal of sustainable living. The lessons learned from this experience will be applicable to other remote island groups.
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Pedro Arturo Flores-Gómez and Héctor Hugo Pérez-Villarreal
This paper aims to focus on the evolution of nonprofit cultural institutions in Mexico and their relationship with Spain, regarding the four traditional elements of a marketing…
Abstract
Purpose
This paper aims to focus on the evolution of nonprofit cultural institutions in Mexico and their relationship with Spain, regarding the four traditional elements of a marketing mix. Specifically, this paper examines marketing advancements in the digital environment, placing emphasis on the virtual exhibition Códices de México: Memorias y Saberes, as well as the marketing activities related to prehispanic and novohispanic codices between 2010 and 2022.
Design/methodology/approach
The first part of the present study provides a chronological framework based on the four components of a marketing mix, illustrating the transition of Mexican and Spanish public cultural institutions from their foundations to current times. It particularly provides insight into their recent accomplishments in the digital environment, underscoring potential networking areas. The second part offers an in-depth examination of the exhibition Códices de México: Memorias y Saberes (INAH 2015) and a review of digital sources from Mexican government entities to investigate marketing activities related to prehispanic and novohispanic codices.
Findings
Due to the historical approach used to document the transition of nonprofit cultural institutions in Mexico and Spain to the digital era, this article sheds lights on co-joint efforts in the digital marketing domain around prehispanic and novohispanic codices. Additionally, it illustrates the activities used by Mexican cultural institutions during the past two decades to disseminate knowledge on codices.
Research limitations/implications
Regarding the methodological aspects of using historical resources through digital archives, this study solely comprised marketing activities reported in the records available on the official portal of cultural institutions.
Originality/value
This study argues for the utility of the four components rooted in a traditional marketing mix as a tool to illustrate the evolution of marketing practices within the cultural heritage domain. It also highlights the role played by cultural institutions in Mexico and Spain in the digital environment to strategically network around cultural heritage. Additionally, it sheds light on the implementation of methods for presenting Mexican codices grounded in virtual terrain.
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