Hdl Handle:
http://hdl.handle.net/11285/613078
Title:
Gamification and service marketing
Authors:
Conaway, Roger; Garay, Mario C.
Issue Date:
04/11/2014
Publisher:
Springer Open
Discipline:
Ciencias Sociales / Social Sciences
Abstract:
Abstract 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.
Keywords:
Gamification; Service business; Customer service; Technology in business
Additional Links:
http://springerplus.springeropen.com/articles/10.1186/2193-1801-3-653
Type:
Artículo / Article
Appears in Collections:
Artículos de Revistas

Full metadata record

DC FieldValue Language
dc.contributor.authorConaway, Rogeren
dc.contributor.authorGaray, Mario C.en
dc.date.accessioned2016-06-14T17:20:10Z-
dc.date.available2016-06-14T17:20:10Z-
dc.date.issued04/11/2014-
dc.identifier.otherSpringerPlus. 2014 Nov 04;3(1):653-
dc.identifier.urihttp://dx.doi.org/10.1186/2193-1801-3-653-
dc.identifier.urihttp://hdl.handle.net/11285/613078-
dc.description.abstractAbstract 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.en
dc.language.isoenen
dc.publisherSpringer Openen
dc.relation.urlhttp://springerplus.springeropen.com/articles/10.1186/2193-1801-3-653en
dc.rightsOpen Access-
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/*
dc.titleGamification and service marketingen
dc.typeArtículo / Articleen
dc.rights.holderConaway and Garay; licensee Springer.-
dc.date.updated2016-06-01T12:19:53Z-
dc.subject.keywordGamificationen
dc.subject.keywordService businessen
dc.subject.keywordCustomer serviceen
dc.subject.keywordTechnology in businessen
dc.subject.disciplineCiencias Sociales / Social Sciences-
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