A PROPOSED CONCEPTUAL FRAMEWORK OF GAMIFICATION IN ENHANCING CUSTOMER EXPERIENCE, CUSTOMER ENGAGEMENT AND BRAND LOYALTY IN THAI E-MARKETPLACES

Abstract

This study explores the role of gamification in enhancing customer experience and brand loyalty within Thai e-marketplaces through literature review. The research synthesizes academic literature, theoretical frameworks, and empirical studies on gamification, customer engagement, and consumer experience in e-commerce. The review examines how gamification elements, such as rewards, challenges, and competition, influence consumer behavior and strengthen brand loyalty. The study integrates key theories, including Self-Determination Theory, Flow Theory, and the Theory of Planned Behavior, to provide insights into the psychological mechanisms underlying gamification’s effectiveness. These theories help explain how gamification satisfies intrinsic and extrinsic motivations, enhances user experience, and fosters brand loyalty. A conceptual model is proposed to illustrate the relationship between gamification, customer engagement, and brand loyalty. The model highlights the role of psychological factors in shaping consumer responses to gamified experiences. Additionally, the review identifies gaps in the literature, such as the need for empirical studies on the long-term effects of gamification. The findings offer valuable insights for practitioners seeking to implement gamification strategies in e-marketplaces and lay the groundwork for future research on this topic.