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A Case Study in Starbucks, Puchong Jaya: Gamification Can
Motivate Customer to Engage in a Loyalty Program
Chon Man Heng
Supervisor: Prof Madya Dr. Muhammad Safiih Bin Lola
Bachelor of Science (Financial Mathematics)
School of Informatics and Applied Mathematics
This research studied how gamification elements could undermine user’s inherent
motivation to use a loyalty program. The objective of this study is to determine which is
the most effective gamification element to motivate customer’s intrinsic motivation to
engage in a loyalty program. Survey has been conducted in front of a Starbucks Brunch
in IOI shopping mall Puchong and analysis of covariance (ANCOVA) was used after data
was collected to determine the most effective gamification element. This study found that
the presence of gamified form using level can strengthen individual’s intrinsic motivation
to use the loyalty program. These findings can help to provide important practical
implications for designing a more effective loyalty program. An effective loyalty program
not only helps to reduce the cost of living of the users, it also can improve the wellbeing
of the society.
797 | UMT UNDERGRADUATE RESEARCH DAY 2018