Abstract:
Digital technological innovations are transforming the management of loyalty programs and customer experience in the retail sector. The aim of our research is to understand how loyalty programs based on blockchain innovations stimulate the intention to pay for purchases in Bitcoin. A logistic regression was implemented on a panel of 300 people. In particular, the results show that the playful nature of loyalty programs using blockchain, Bitcoin and NFT and the personalization offered by NFT refunds encourage the use of Bitcoin as a means of payment. This research reveals new underlying mechanisms such as fun and personalization.
Keywords: Retail, Innovation Management, Customer Experience, Loyalty Program, Intention to Pay with Cryptocurrencies
