@article{Schm{\"a}hRitz2021,
  author    = {Schm{\"a}h, Marco and Ritz, Alexander},
  title     = {How gamification can drive customer loyalty},
  journal   = {International journal of business and applied social science},
  volume    = {7},
  number    = {3},
  issn      = {2469-6501},
  doi       = {10.33642/ijbass.v7n3p1},
  institution = {ESB Business School},
  pages     = {1 -- 6},
  year      = {2021},
  abstract  = {This paper intends to give an insight on how to develop a customer loyalty-focused gamification concept, that will trigger intrinsic motivation and hence strengthen customer loyalty, using the mobility industry as an example. The authors conducted explorative expert interviews to create a cross-industry process chart that guides the generic development of a customer loyalty-focused gamification concept.},
  language  = {en}
}