EN, S. C.; HOCK, O. Y. .; NOOR, N. A. M. .; MA, Z. F.; MAHMUD, K. N. . Gamification Strategies and Customer Churn Reduction in Entrepreneurial Retail Firms: An Empirical Study of Millennials: DOI: https://doi.org/10.33093/ijomfa.2026.7.1.10. International Journal of Management, Finance and Accounting, [S. l.], v. 7, n. 1, p. 280–311, 2026. DOI: 10.33093/ijomfa.2026.7.1.10. Disponível em: https://journals.mmupress.com/index.php/ijomfa/article/view/1894. Acesso em: 7 mar. 2026.