<![CDATA[This study examines the impact of gamification on digital wallet user loyalty, with customer satisfaction serving as an intervening variable. The proposed conceptual framework incorporates three dimensions of gamification value-hedonic, utilitarian, and social, which are assumed to shape customer satisfaction and, subsequently, predict loyalty. Customer satisfaction is positioned as a connecting link between gamification value and loyalty. Quantitative data were collected through a survey of digital wallet users who had been exposed to various gamification strategies. Data analysis was conducted using SEM-PLS. The findings reveal that gamification has a significant effect on both customer satisfaction and loyalty; however, customer satisfaction was not found to have a significant effect on loyalty. Furthermore, customer satisfaction acts as a mediator in the relationship between gamification and loyalty. These results indicate that gamification directly influences the formation of loyalty, while also offering implications for digital wallet providers to design gamification elements that are not only entertaining but also foster sustained user satisfaction.]]>
Copyrights © 2026
