Unveiling the role of gamification in shared mobility services

The study investigates the gamification role in the sharing mobility service industry and its implications on consumers’ loyalty and service quality. An empirical study is developed in Italy by adopting the mixed-method approach. The study performed qualitative analysis through interviews to investigate the gamification role and the implications with sustainability and service quality topics. Thereafter, a quantitative analysis was conducted, and the theoretical model was analysed through structural equation modelling. The paper reveals that gamification promotes consumers loyalty and service quality in shared mobility services. Our model confirmed that the service quality is essential for influence users’ satisfaction that affects service loyalty in shared mobility services. Service quality is strongly affected by both quality of means and mobile app. The results provide insights for mobility operators suggesting to invest in improving the quality of services and for policymakers to promote sustainable behaviours and support the recovery from the Covid-19 outbreak.