Using Rewards to Increase Consumer Engagement and Build Brand Loyalty On-Demand Service Platforms
Hossain, Md Aman; Magar, Seema Thapa (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025061122545
https://urn.fi/URN:NBN:fi:amk-2025061122545
Tiivistelmä
This thesis investigates how reward systems influence consumer engagement and brand loyalty on on-demand service platforms, focusing on Helsinki’s competitive digital market. It draws on frameworks such as Service-Dominant Logic, Self-Determination Theory, Behavioral Economics, and Gamification Theory to explore how monetary and gamified rewards affect user behavior.
The research employs a questionnaire-based survey to assess users’ perceptions, engagement levels, and loyalty behaviors related to reward systems. The findings reveal that users who perceive rewards as valuable are significantly more engaged, and that frequent reward delivery strengthens emotional connection and encourages habitual platform use. Although gamified rewards did not statistically outperform monetary re-wards, a strong user preference for gamified features—such as badges and levels—emerged. These elements were consistently seen as more engaging and motivating, suggesting that gamification holds substantial potential for long-term user interaction. Additionally, most users who utilized rewards reported increased booking frequency, reinforcing the behavioral impact of reward systems.
The sample, composed mainly of educated users aged 18–34, reflects a digitally literate demographic but lacks older and less-educated participants, limiting generalizability. Still, the study offers valuable insights and concludes that a balanced reward strategy—combining gamified and monetary incentives—can effectively boost long-term user interaction and loyalty.
The research employs a questionnaire-based survey to assess users’ perceptions, engagement levels, and loyalty behaviors related to reward systems. The findings reveal that users who perceive rewards as valuable are significantly more engaged, and that frequent reward delivery strengthens emotional connection and encourages habitual platform use. Although gamified rewards did not statistically outperform monetary re-wards, a strong user preference for gamified features—such as badges and levels—emerged. These elements were consistently seen as more engaging and motivating, suggesting that gamification holds substantial potential for long-term user interaction. Additionally, most users who utilized rewards reported increased booking frequency, reinforcing the behavioral impact of reward systems.
The sample, composed mainly of educated users aged 18–34, reflects a digitally literate demographic but lacks older and less-educated participants, limiting generalizability. Still, the study offers valuable insights and concludes that a balanced reward strategy—combining gamified and monetary incentives—can effectively boost long-term user interaction and loyalty.