Investigating the effect of gamification on customer behavioral Consequences with the mediating role of customer satisfaction and brand love (Case Study: Online travel agencies Customers)

The purpose of this study is investigating the effect of gamification on customer behavioral consequences. This paper is an applied research that in term of data collection is descriptive – survey. Target population of this study is all travel agencies customers who shop online, that using simple random sampling method, 73 members of target population were surveyed. In this research, two methods of library and field methods (a standard questionnaire consisting of 36 items) have been used for data collection. Also in order to investigate the relationship between variables and data analysis, the partial least squares method (pls) and smart-pls software have been used. The results showed that gamification has an effect on hedonic and utilitarian values and hedonic and utilitarian values have an effect on customer satisfaction. The other results indicated that customer satisfaction has an effect on brand love and brand love has an effect on customer behavioral consequences, including brand loyalty, positive word of mouth, and resistance to negative information. The travel agency managers can improve their organizational performance by utilizing the results of this research and recognizing the factors affecting on positive behavioral consequences of customers and strengthening them.