The effect of gamification on customer experience in the digital environment
Vdov, Kirill (2020)
Vdov, Kirill
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020051912403
https://urn.fi/URN:NBN:fi:amk-2020051912403
Tiivistelmä
Gamification has been a buzz word for a few years. Having its origins in the video game industry, modern gamification is the application of game thinking, game design principles to a non-game context. In the increasingly digital world with ever-evolving digital technologies, it is easier than ever to make use of gamification techniques.
In theory, gamification should create additional value for the participants of gamified activities. By aiming at satisfying internal needs for Autonomy, Competence, and Relatedness, gamified activities bring positive emotions, experience to the participants. At the same time, point of view exists where gamification is seen as a manipulative technique luring people into taking actions they would have taken otherwise. This study focuses on identifying what customer experience receive users of gamified digital systems.
Qualitative approach and grounded theory research strategy allowed for a detailed data analysis without the pressure of strictly fitting into a pre-defined theoretical framework. Despite certain validation challenges, such approach provides a substantial basis for future research.
The results demonstrated that the majority of the users receive positive customer experience when taking part in the digital gamified system. In a minority of cases, a negative experience can derive from misuse of gamification techniques or differential users’ perception.
Findings regarding gamification effect on customer experience in the digital environment can be utilized in marketing, education, and management fields. Additionally, they provide ground for future research regarding digital customer experience, the effect of gamification on achieving business objectives, customer engagement, and other relevant topics.
In theory, gamification should create additional value for the participants of gamified activities. By aiming at satisfying internal needs for Autonomy, Competence, and Relatedness, gamified activities bring positive emotions, experience to the participants. At the same time, point of view exists where gamification is seen as a manipulative technique luring people into taking actions they would have taken otherwise. This study focuses on identifying what customer experience receive users of gamified digital systems.
Qualitative approach and grounded theory research strategy allowed for a detailed data analysis without the pressure of strictly fitting into a pre-defined theoretical framework. Despite certain validation challenges, such approach provides a substantial basis for future research.
The results demonstrated that the majority of the users receive positive customer experience when taking part in the digital gamified system. In a minority of cases, a negative experience can derive from misuse of gamification techniques or differential users’ perception.
Findings regarding gamification effect on customer experience in the digital environment can be utilized in marketing, education, and management fields. Additionally, they provide ground for future research regarding digital customer experience, the effect of gamification on achieving business objectives, customer engagement, and other relevant topics.