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Related Experiment Video

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Measuring Engagement of Spectators of Social Digital Games
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Gamification and service marketing.

Roger Conaway1, Mario Cortés Garay1

  • 1School of Business, Monterrey Institute of Technology, Campus San Luis, San Luis Potosí, 78216 Mexico.

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|November 14, 2014
PubMed
Summary
This summary is machine-generated.

This study explores gamification in business, identifying four key website features—Progress Paths, Feedback/Reward, Social Connection, and Attractiveness—that engage customers. Managerial insights for implementing gamification platforms are also provided.

Keywords:
Customer serviceGamificationService businessTechnology in business

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Area of Science:

  • Business Strategy
  • Human-Computer Interaction
  • Marketing

Background:

  • Gamification, the application of game-design elements in non-game contexts, is increasingly adopted by businesses.
  • Understanding customer engagement and managerial perspectives is crucial for successful gamification implementation.

Purpose of the Study:

  • To investigate the development of gamification concepts for business applications.
  • To examine customer and manager perspectives on gamification platforms.
  • To identify key characteristics of gamification platforms that attract consumers and inform managerial implementation.

Main Methods:

  • Surveys were conducted with both customers and managers interested in website gamification.
  • Customer survey data was analyzed to identify engagement drivers.
  • Manager survey data was analyzed to determine implementation requirements.

Main Results:

  • A design theory was developed, highlighting four key platform characteristics: Progress Paths, Feedback and Reward, Social Connection, and Site Attractiveness.
  • Customer engagement is significantly influenced by these four characteristics.
  • Managerial survey results identified essential characteristics for successful gamification platform implementation.
  • A specific demographic profile of individuals attracted to gamified websites was identified.

Conclusions:

  • The four identified characteristics are critical for attracting and engaging customers through gamification.
  • Findings provide actionable insights for managers considering gamification platform adoption.
  • Successful gamification requires a strategic approach considering both user engagement and platform implementation factors.