Table 3 Dimensions of customer gamification
Survey items | Cronbach’s α = .913 | |
|---|---|---|
Relationship and reward (first dimension) | Factor loadings | Means |
Q5 My relationship with that business is excellent | 0.860 | 4.0 |
Q6 I have a membership or frequent customer card or related membership. | 0.885 | 4.0 |
Q7 I receive special treatment with my membership or frequent client card. | 0.804 | 3.8 |
Q8 The more money I spend in the business, the more benefits I obtain. | 0.778 | 3.9 |
Competition and fun (second dimension) | ||
Q12 The company’s website attracts me because it gives me an opportunity to earn benefits. | 0.721 | 3.7 |
Q13 The company’s website allows me to move to higher levels of participation to receive more benefits. | 0.820 | 3.7 |
Q14 I like being the best among my friends with gaming activities. | 0.738 | 3.6 |
Q15 I have fun when I spend time on the website. | 0.769 | 3.7 |