The impact of gamification in return policies on reverse logistics: The moderating role of corporate sustainability commitments and practices

Abstract

Gamification is a modern model that has brought a lot of significant changes in the way businesses manage their reverse logistic, especially in return policies. In this transformative stage, the integration of gamified elements into return processes has been considered a notable strategy that helps enhance customer engagement and streamline operational efficiency. Therefore, to have a better understanding of the role of gamification and its moderating effects, we conducted a study on the topic “The impact of gamification in return policies on reverse logistics: The moderating role of corporate sustainability commitments and practices”. The study focuses on the gamification role in the return process and its impact on customer repurchase by analyzing three mediating factors: “Technology Awareness”, “Hedonic Motivation”, and “Perceived Enjoyment”. Additionally, the study also explores the moderating role of “Sustainable commitments and practices” in this relationship. After research, our findings reveal that gamification positively impacts customer repurchase behavior through three mediating factors: technology awareness, hedonic motivation, and perceived enjoyment. Moreover, sustainable commitments and practices significantly moderate the relationship. Based on the findings, the research team has proposed some practical implications and recommendations for further research