Gamification in the customer journey: a conceptual model and future research opportunities

• Tipo: Artigo em Revista Científica Internacional
• Data: 2023

Autores

Silva, JHO (Autor) Outra; Mendes, GHS (Autor) Outra; Jorge Teixeira (Autor) FEUP; Braatz, D (Autor) Outra

Revista

Título: Journal of Service Theory and Practice

Vol. 33 Nº 7

Páginas: 352-386

ISSN: 2055-6225

Editora: Emerald

Indexação

ISI Web of Knowledge - 1 Citação

Scopus - 3 Citações

Outras Informações

ID Authenticus: P-00X-ZDG

DOI: 10.1108/jstp-07-2022-0142

Abstract (EN): PurposeWhile academics and practitioners increasingly recognize the impacts of gamification on customer experience (CX), its role in the customer journey remains undeveloped. This article aims to identify how gamification can leverage each customer journey stage, integrate the findings into a conceptual model and propose future research opportunities.Design/methodology/approachSince CX and customer journey are interrelated concepts, the authors rely on CX research to identify research themes that provide insights to propose the conceptual model. A systematic review of 154 articles on the interplay between gamification and CX research published from 2013 to 2022 was performed and analyzed by thematic content analysis. The authors interpreted the results according to the service customer journey stages and the taxonomy of digital engagement practices.FindingsThis article identified five main thematic categories that shape the conceptual model (design, customer journey stages, customer, technology and context). Gamification design can support customer value creation at any customer journey stage. While gamification can leverage brand engagement at the pre-service stage by enhancing customer motivation and information search, it can leverage service and brand engagement at the core and post-service stages by enhancing customer participation and brand relationships. Moreover, customer-, technology- and context-related factors influence the gamified service experience in the customer journey.Originality/valueThis article contributes to a conceptual integration between gamification and customer journey. Additionally, it provides opportunities for future research from a customer journey perspective.

Idioma: Inglês

Tipo (Avaliação Docente): Científica

Nº de páginas: 35