Abstract Customer loyalty on e-commerce web sites is vital for attaining sustainable competitive advantage. It is essential to get to know customers, to know on which emotions and drives they act, and to design accordingly. This study looks at customer loyalty in both behavioral and attitudinal frames and provides a gamification model for increasing customer loyalty on e- commerce web sites. In this research, firstly 12 e-commerce web sites were examined and foundational customer behaviours were designated. Then, a survey was applied to understand how much customer behaviours were motivated by the 8 drives that are given in Octalysis Framework. Finally, the results were transformed in to a software (SAAS) as a service to the model. Editor: H. Kemal İlter, Ankara Yıldırım Beyazıt University, Turkey Received: August 19, 2018, Accepted: October 18, 2018, Published: November 10, 2018 Copyright: © 2018 IMISC Aydın and Erensoy. This is an open-access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.