Numerous case studies of effective loyalty programs provide evidence for the role that behavioral patterns play in engagement. Operational conditioning principles are used in modern “gamification” initiatives, which aim to entice customers to repeat their behavior by rewarding them. Field experiments and observational studies show that these programs are effective at enhancing customer engagement. ……………………………………
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These claims are also supported by statistical evidence. Consumer engagement levels and needs-sufficiency are strongly correlated, according to survey studies. Customers who report having a high level of autonomy and competence, for instance, are seen to be more engaged. ………………………
Surprisingly, these factors are consistent with how diverse customer engagement is. Consumer autonomy in choosing a good or service strengthens the idea that they have control over it. Similar to this, user proficiency in using the product echoes competence, creating a sense of accomplishment. Additionally, relatedness shows how communal interactions—among them online user communities, social media interactions, and collaborative consumption—are expanding in the modern marketing framework. …………………………………….
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