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Keywords: Loyalty programs
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Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC 1–23.
Published: 10 June 2026
...Paulo Rita; Ricardo Ramos; Pedro Miguel Oliveira; Mariana Neves Simões Purpose This study aims to examine the effectiveness of gamified loyalty programs (GLPs) in the grocery retail industry, focusing on factors that influence their perceived benefits and their impact on customer satisfaction...
