IDEAS home Printed from https://ideas.repec.org/a/eee/finlet/v63y2024ics1544612324003891.html
   My bibliography  Save this article

The role of gamification in customer citizenship behavior on China's microfinance platforms

Author

Listed:
  • Liu, Aiping
  • Urquía-Grande, Elena
  • López-Sánchez, Pilar
  • Rodríguez-López, Ángel

Abstract

This study systematically explores how customer value derived from gamification influences customer citizenship behavior within the microfinance sector. To validate our theoretical framework, we conducted an online survey targeting users of microfinance platforms in China. Subsequently, the partial least squares-structural equation modeling (PLS-SEM) analysis was performed on 405 valid responses. The analysis reveals that functional and social values positively impact satisfaction, while emotional and monetary values do not exhibit a significant relationship with satisfaction. Additionally, satisfaction is positively associated with helpfulness, feedback, tolerance, and advocacy. More importantly, this study confirms the mediating role of satisfaction in the relationships between functional value, social value, and customer citizenship behavior. These insights offer valuable implications for microfinance platforms and the finance industry in improving user experience, fostering customer loyalty, and maximizing the value-creation potential of customers.

Suggested Citation

  • Liu, Aiping & Urquía-Grande, Elena & López-Sánchez, Pilar & Rodríguez-López, Ángel, 2024. "The role of gamification in customer citizenship behavior on China's microfinance platforms," Finance Research Letters, Elsevier, vol. 63(C).
    • Handle: RePEc:eee:finlet:v:63:y:2024:i:c:s1544612324003891
    DOI: 10.1016/j.frl.2024.105359
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S1544612324003891
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.frl.2024.105359?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Garrouch, Karim & Ghali, Zohra, 2023. "On linking the perceived values of mobile shopping apps, customer well-being, and customer citizenship behavior: Moderating role of customer intimacy," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    2. Laee Choi & Sherry L. Lotz, 2018. "Exploring antecedents of customer citizenship behaviors in services," The Service Industries Journal, Taylor & Francis Journals, vol. 38(9-10), pages 607-628, July.
    3. Zhang, Mingli & Guo, Lingyun & Hu, Mu & Liu, Wenhua, 2017. "Influence of customer engagement with company social networks on stickiness: Mediating effect of customer value creation," International Journal of Information Management, Elsevier, vol. 37(3), pages 229-240.
    4. Hiroyasu Furukawa & Koki Matsumura & Susumu Harada, 2019. "Effect of Consumption Values on Consumer Satisfaction and Brand Commitment: Investigating Functional, Emotional, Social, and Epistemic Values in the Running Shoes Market," International Review of Management and Marketing, Econjournals, vol. 9(6), pages 158-168.
    5. Jui-Chang Cheng & She-Juang Luo & Chang-Hua Yen & Ya-Fang Yang, 2016. "Brand attachment and customer citizenship behaviors," The Service Industries Journal, Taylor & Francis Journals, vol. 36(7-8), pages 263-277, June.
    6. Deng, Zhaohua & Lu, Yaobin & Wei, Kwok Kee & Zhang, Jinlong, 2010. "Understanding customer satisfaction and loyalty: An empirical study of mobile instant messages in China," International Journal of Information Management, Elsevier, vol. 30(4), pages 289-300.
    7. Zhu, Dong Hong & Sun, Hui & Chang, Ya Ping, 2016. "Effect of social support on customer satisfaction and citizenship behavior in online brand communities: The moderating role of support source," Journal of Retailing and Consumer Services, Elsevier, vol. 31(C), pages 287-293.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Mehmet Ozan Karahan, 2024. "The Role of Perceived Value and Satisfaction in Shaping Customer Citizenship Behavior: Evidence from Turkey," International Review of Management and Marketing, Econjournals, vol. 14(6), pages 9-18, October.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Tonder, Estelle van & Saunders, Stephen Graham & Lisita, Inonge Theresa & de Beer, Leon Tielman, 2018. "The importance of customer citizenship behaviour in the modern retail environment: Introducing and testing a social exchange model," Journal of Retailing and Consumer Services, Elsevier, vol. 45(C), pages 92-102.
    2. Mehmet Ozan Karahan, 2024. "The Role of Perceived Value and Satisfaction in Shaping Customer Citizenship Behavior: Evidence from Turkey," International Review of Management and Marketing, Econjournals, vol. 14(6), pages 9-18, October.
    3. Koryoe Anim-Wright & Rhodalene Amartey, 2024. "The Effect of Customer Citizenship Behavior and Customer Entitlement," International Journal of Business and Management, Canadian Center of Science and Education, vol. 19(2), pages 129-129, March.
    4. Utkarsh, & Gupta, Roopak Kumar, 2022. "Effects of confidence and social benefits on consumers’ extra-role and in-role behaviors: A social identity and social exchange perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    5. Ishfaq Ahmed & Mian Sajid Nazir & Imran Ali & Mohammad Nurunnabi & Arooj Khalid & Muhammad Zeeshan Shaukat, 2020. "Investing In CSR Pays You Back in Many Ways! The Case of Perceptual, Attitudinal and Behavioral Outcomes of Customers," Sustainability, MDPI, vol. 12(3), pages 1-15, February.
    6. Hailian Qiu & Ning Wang & Minglong Li, 2021. "Stimulating Customer Citizenship Behavior With Service Climate: The Mediating Role of Customer Psychological Empowerment," SAGE Open, , vol. 11(1), pages 21582440211, March.
    7. José-Ramón Segarra-Moliner & Miguel-Ángel Moliner-Tena, 2024. "Engaging in customer citizenship behaviours to predict customer lifetime value," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(2), pages 307-320, June.
    8. Carlson, Jamie & Rahman, Mohammad M. & Taylor, Alexander & Voola, Ranjit, 2019. "Feel the VIBE: Examining value-in-the-brand-page-experience and its impact on satisfaction and customer engagement behaviours in mobile social media," Journal of Retailing and Consumer Services, Elsevier, vol. 46(C), pages 149-162.
    9. Yeh, Ching-Hsuan & Wang, Yi-Shun & Yieh, Kaili, 2016. "Predicting smartphone brand loyalty: Consumer value and consumer-brand identification perspectives," International Journal of Information Management, Elsevier, vol. 36(3), pages 245-257.
    10. Flacandji, Michaël & Vlad, Mariana & Lunardo, Renaud, 2024. "The effects of retail apps on shopping well-being and loyalty intention: A matter of competence more than autonomy," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    11. Lin, Tung-Ching & Huang, Shiu-Li & Hsu, Chieh-Ju, 2015. "A dual-factor model of loyalty to IT product – The case of smartphones," International Journal of Information Management, Elsevier, vol. 35(2), pages 215-228.
    12. Liu, Linlin & Lee, Matthew K.O. & Liu, Renjing & Chen, Jiawen, 2018. "Trust transfer in social media brand communities: The role of consumer engagement," International Journal of Information Management, Elsevier, vol. 41(C), pages 1-13.
    13. Rodríguez-Rad, Carlos & Sánchez del Rio-Vázquez, María-Elena, 2023. "The relevance of participation Behavior, organizational Commitment, and attitudinal loyalty to the management of professional associations," Journal of Business Research, Elsevier, vol. 154(C).
    14. Lin, Sheng-Wei & Huang, Chia-Ding, 2024. "Hooked on audio! Unveiling the secrets of podcast stickiness through social identity and uses and gratification theories," Technology in Society, Elsevier, vol. 76(C).
    15. Bassam Dalal & Ahmad Aljarah, 2021. "How Brand Symbolism, Perceived Service Quality, and CSR Skepticism Influence Consumers to Engage in Citizenship Behavior," Sustainability, MDPI, vol. 13(11), pages 1-18, May.
    16. S. Ananda & Raghavendra Prasanna Kumar & Dharmendra Singh, 2023. "A mediation analysis of perceived service quality, customer satisfaction and customer engagement in the banking sector," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 28(3), pages 570-584, September.
    17. Wang, Yi-Shun & Wu, Shun-Cheng & Lin, Hsin-Hui & Wang, Yu-Yin, 2011. "The relationship of service failure severity, service recovery justice and perceived switching costs with customer loyalty in the context of e-tailing," International Journal of Information Management, Elsevier, vol. 31(4), pages 350-359.
    18. van Tonder, Estelle & Saunders, Stephen Graham & Farquhar, Jillian Dawes, 2020. "Explicating the resource integration process during self-service socialisation: Conceptual framework and research propositions," Journal of Business Research, Elsevier, vol. 121(C), pages 516-523.
    19. Hussam Al Halbusi & Pedro Jimenez Estevez & Tan Eleen & T. Ramayah & Md Uzir Hossain Uzir, 2020. "The Roles of The Physical Environment, Social Servicescape, Co-Created Value, and Customer Satisfaction in Determining Tourists’ Citizenship Behavior: Malaysian Cultural and Creative Industries," Sustainability, MDPI, vol. 12(8), pages 1-23, April.
    20. Liao, Junyun & Pang, Jiecong & Dong, Xuebing, 2023. "More gain, more give? The impact of brand community value on users’ value co-creation," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:finlet:v:63:y:2024:i:c:s1544612324003891. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/frl .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.