Constructing a data centered gamification model for increasing customer loyalty on e-commerce web sites

Customer loyalty on e-commerce web sites is vital for attaining sustainable competitive advantage. It is essential to get to know customers, to know on which emotions and drives they act, and to design accordingly. This study looks at customer loyalty in both behavioral and attitudinal frames and provides a gamification model for increasing customer loyalty on e-commerce web sites. In this research, firstly 6 e-commerce web sites were examined and foundational customer behaviours were designated. Then, a survey was applied to understand how much customer behaviours were motivated by the 8 drives that are given in Octalysis Framework. Finally, the results were transformed into a Software As a Service (SAAS) to the model.