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All Journal Jurnal Inovasi Hasil Pengabdian Masyarakat (JIPEMAS) JIEMS (Journal of Industrial Engineering and Management Systems) YUME : Journal of Management Journal of Business and Applied Management Management Studies and Entrepreneurship Journal (MSEJ) Journal of Industrial Engineering and Operation Management (JIEOM) Jurnal Pengabdian dan Kewirausahaan Jurnal Abdimas Bina Bangsa Jurnal Indonesia Sosial Teknologi Journal of Business, Management and Social Studies RESLAJ: Religion Education Social Laa Roiba Journal Digismantech (Jurnal Program Studi Bisnis Digital)
Julius Sutrisno
Universitas Bunda Mulia
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Mechanical Engineering Public Health Social Sciences Other

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Understanding the role of gamification and loyalty programs in restaurant apps: a systematic literature review and conceptual framework development Sutrisno, Julius; Tarigan, Aritha; Purnomo, Ivanna Dominique Celesta
Journal of Business & Applied Management Vol 19, No 1 (2026): Journal of Business & Applied Management
Publisher : Universitas Bunda Mulia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30813/jbam.v19i1.9775

Abstract

The rapid digital transformation in the restaurant industry has led to the widespread adoption of mobile applications incorporating gamification, rewards, and loyalty programs to enhance customer engagement and retention. This study conducts a systematic literature review to synthesize recent research on these strategies in restaurant mobile apps. Following the PRISMA guidelines, a comprehensive search of the Scopus database identified 587 records, with 42 studies published between 2020 and 2026 meeting the inclusion criteria. Thematic analysis revealed four primary themes: (1) mechanisms of user engagement driven by motivational affordances fulfilling autonomy, competence, and relatedness needs; (2) architecture of rewards and loyalty programs evolving from transactional to digital, tiered, and personalized ecosystems; (3) outcomes on customer loyalty encompassing both attitudinal and behavioral dimensions; and (4) challenges including privacy concerns, poor design, and wellbeing implications. The findings are interpreted through Self-Determination Theory, Service-Dominant Logic, and Oliver's loyalty framework, demonstrating that gamification enhances customer experience and fosters loyalty through need satisfaction and value co-creation. Practical implications guide restaurant managers and app developers in designing layered gamification experiences, navigating personalization-privacy trade-offs, and implementing ethical engagement practices. The review identifies critical research gaps, including the need for longitudinal studies, cross-cultural comparisons, and investigations of negative outcomes. This synthesis contributes to theoretical development in digital loyalty and offers actionable insights for industry practitioners.
Co-Authors Agung Stefanus Kembau Alden Jonathan Wijaya Antonia, Claresta Antonius Felix Antonius Felix Bernanda, Devi Yurisca Daniel Wilson Delvy Novytasari Derick Raditya Devi Tanria Devi Yurisca Edward Edward Evelyn Carolina Riyanto Fandevi Maitri Fanuel Alexander Faustin Christiane Felix, Antonius Friscilla Elsyabeth Malae Glisina Dwinoor Rembulan Hasugian, Dedy Saputra Hong, Kristy Ivan Christian Santoso Jeaniefer, Jeaniefer Jovannia Grisella Eka Putri Kellyn Su Kellyn Su Kembau, Agung Stefanus Kembau, Agung Stefanus Makarawung, Reynard Justino Nehemia Michaelli Sugianto Nagasena Tjandra Nathanael Setiawan Niko Niko Novytasari , Delvy Purnomo, Ivanna Dominique Celesta Putri, Jovannia Grisella Eka Reynard Justino Nehemia Makarawung Rivaldo Lyem Tratabofa Hutasoit Ruth Nattassha Sena , Pieter Steffie Debbyana Wijaya Tarigan, Aritha Vanessa Vanessa Venesia , Eunike Verlita Juliana Vindis Vindis Widhianto, Chandra Wibowo Wijaya , Steffie Debbyana William Hakim Youngky Viencent Yulianto Yulianto Yurisca, Devi