Gamification and service marketing.
Our paper addresses the development of the gamification concept with business applications. We report on our survey of customers and managers seeking to participate in gamification on their websites. We examined both customer and manager perspectives and compare survey results in terms of service marketing and characteristics of consumers who engage with gamification platforms. Our data supported a design theory delineating four key characteristics in gamification platforms that attract consumers toward an enterprise's website. Those features attract individuals through (1) Progress Paths, (2) Feedback and Reward, (3) Social Connection, and (4) Attractiveness of the site. Results from the managers' survey reflected key characteristics that must exist for implementation of a gamification platform. The data revealed a particular demographic profile of a gamification individual drawn to a website. These findings may help company managers who wish to adopt a gamification platform in the future.
School of Business, Monterrey Institute of Technology, Campus San Luis, San Luis Potosí, 78216 Mexico.
Roger
R
Conaway
School of Business, Monterrey Institute of Technology, Campus San Luis, San Luis Potosí, 78216 Mexico.
Mario Cortés
MC
Garay
Customer service; Gamification; Service business; Technology in business