The role of gamification in shaping customer retention : A generational perspective

Gamification has emerged as a popular strategy to boost customer retention, but does it work equally well for everyone? This thesis explores how gamified systems influence user loyalty and how age-related differences shape their effectiveness. Using a mixed-methods design, including a gamified experimental survey, quantitative analysis, and qualitative thematic insights, this study offers a comprehensive look into the mechanics of user engagement. Findings show that gamification can strengthen customer retention, but its success depends heavily on the design of the system and the demographic it targets. While younger users were drawn to playful, symbolic features like streaks and badges, older users responded more positively to structured, benefit-driven elements such as point systems and discounts. These generational patterns reveal distinct motivational profiles, challenging the notion of a one-size-fits-all approach. Ultimately, gamification is most effective when it aligns with users' psychological needs and expectations. This thesis contributes to academic literature and design practice alike by showing that meaningful, age-sensitive gamification can foster long-term user engagement and loyalty.