What is Need for Relatedness

This research identifies the benefits that occur from the use of gamification in loyalty programs, particularly the degree of need satisfaction of competence and relatedness of individuals, as well as their intrinsic motivation to participate in the program. These may be preponderant factors for the engagement and loyalty of customers. The research was based on a questionnaire created around a leading European sports nutrition online shop, through which the influence of the gamification elements already existing in the shop was analyzed, as well as the influence of the introduction of new gamification elements on the behavior of customers. The results show that the inclusion of gamification elements does not influence the need satisfaction of competence and relatedness of individuals and that also does not influence their intrinsic motivation to participate in the activities. Its use in an online shop context is therefore ineffective.