Experiences that matter? The motivational experiences and business outcomes of gamified services

Wolf, Tobias; Weiger, Welf H.; Hammerschmidt, Maik

doi:10.1016/j.jbusres.2018.12.058

Cited by 85 publications

(159 citation statements)

References 93 publications

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“…brand loyalty and resistance to negative information). In addition, Wolf, Weiger and Hammerschmidt (2020) reported positive effects of gamified services on firm-beneficial behaviors (e.g. customer commitment and willingness to pay).…”

Section: Research On Gamification In Marketingmentioning

confidence: 99%

Gamifying the digital shopping experience: games without monetary participation incentives increase customer satisfaction and loyalty

Bauer

Linzmajer

Nagengast

et al. 2020

JOSM

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PurposeMany marketplace examples suggest that using gamification in the online retail shopping context boosts sales and positively affects customer loyalty. Nevertheless, more research is needed to understand the effects of digital games on consumer behavior and their underlying psychological mechanisms. Therefore, this article explores how combining games and monetary rewards impacts customer satisfaction, loyalty and word-of-mouth (WOM) intentions.Design/methodology/approachTo test our hypotheses, we designed two online laboratory experiments to stimulate an online shopping situation, as gamification in online retailing has the potential to affect an important set of outcomes for service firms throughout the consumer decision process (Hofacker et al., 2016).FindingsThe results of two lab experiments demonstrate that playing a shopping-related game without monetary participation incentive positively influences all three relational outcomes because games enhance consumers' enjoyment of the overall shopping experience. However, our findings also show that monetary rewards used to incentivize game participation diminish these effects. Gamification loses its positive effects if games are combined with monetary rewards, as consumers no longer play games to derive inherent enjoyment, but rather the extrinsic motivation of receiving a discount. We draw managerial implications about how gamification effectively and profitably fosters strong customer relationships and thus increases customer lifetime value and equity.Research limitations/implicationsThis research is the first to investigate the combined effects of gamification and price discounts that require consumers to play the game in order to receive the discount. Focusing on an online shopping context, this article contributes to research on motivation by providing new and more nuanced insights into the psychological process underlying the gamification effects on consumer' long-term attitudes (i.e. satisfaction) and relational behaviors (i.e. positive WOM and loyalty) toward a retailer.Practical implicationsBased on our findings, we provide recommendations for marketers that explain how gamification can be a profitable and efficient tool to foster strong customer relationships. Retail managers should use gamification as a less costly alternative to typical price discounts.Originality/valueTwo laboratory experiments investigate how the separate and combined use of games and price discounts affects consumers' satisfaction, positive WOM intentions and loyalty. Playing a shopping-related game increases satisfaction with the retailer and positive WOM intentions as well as loyalty. Monetary rewards used to incentivize game participation eliminate the positive effects of gamification.

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Section: Research On Gamification In Marketingmentioning

confidence: 99%

Gamifying the digital shopping experience: games without monetary participation incentives increase customer satisfaction and loyalty

Bauer

Linzmajer

Nagengast

et al. 2020

JOSM

View full text Add to dashboard Cite

show abstract

“…Adding gamification elements can improve motivation and engagement (Imran, 2019;Özhan and Kocadere, 2020). Gamification elements are used in consumer energy consumption applications to reduce consumption and foster sustainability (Mulcahy, Russell-Bennett and Iacobucci, 2020), smart cities to reduce traffic (Cellina, et al, 2020), marketing applications to increase customer commitment, willingness to pay, and to provide customer referrals (Wolf, Weiger and Hammerschmidt, 2020). Enterprise Resource Planning (ERP) systems are expensive and challenging to implement; however, gamification elements have been added to the ERP lifecycle to increase benefits with an earlier payback (El-Telbany and Elragal, 2017).…”

Section: Gamificationmentioning

confidence: 99%

Innovation in project management education - let’s get serious!

Tews¹,

Skulmoski²,

Langston³

et al. 2020

CEB

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More educators use serious games (e.g., games where the primary objective is learning rather than enjoyment) to enhance learning due to benefits such as improved understanding and engagement. However, using serious games within project management education is not well understood. The aim of this research is to investigate project management serious games in higher education: i) determine the extent of gamification in PMI-accredited project management programs, and ii) survey university students about their experiences playing project management serious games. Two separate mixed-method studies reveal insights about serious games in higher education and where innovations may be leveraged. Traditional statistics were used to analyze quantitative data, and coding was used to analyze the qualitative data. The results from a global survey of ten PMI-accredited university programs suggest that serious games are embryonic but promising. A case study at one university reveals that students enjoy learning through games but caution against using games to formally assess students’ learning. The paper concludes with recommendations for further research and development.

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“…For instance, Harwood and Garry's (2015) study shows gamification can enhance consumer engagement behavior and emotions with brands such as Samsung. Research by Wolf et al (2019) and Hwang and Choi (2019) demonstrates gamification can be used as a tool for retention of consumers in loyalty programs or repeat purchases. More recently, there appears to be an evolving focus on the transformative potential of gamification and serious games to uplift well-being in several settings of central focus to TSR (Mulcahy et al , 2018b; Tanouri et al , 2019), including health (Johnson et al , 2016).…”

Section: Introductionmentioning

confidence: 99%

Transformative value and the role of involvement in gamification and serious games for well-being

Mulcahy

Zainuddin

Russell‐Bennett

2020

JOSM

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PurposeThis study aims to investigate the use of gamification and serious games as transformative technologies that encourage health and well-being behaviors. The purpose of this paper is to investigate the transformative value that can be created by gamified apps and serious games and the role involvement plays between transformative value and desired outcomes.Design/methodology/approachFour gamified apps/serious games were examined in the study, with data collected from N = 497 participants. The data were analyzed using structural equation modeling.FindingsThe results revealed that gamified apps and serious games can create three transformative value dimensions – knowledge, distraction, and simulation – which can have direct and indirect effects on desired outcomes. Examination of competing models revealed involvement plays a mediating rather than a moderating role for gamification and serious games for well-being.Originality/valueThis research contributes greater understanding of how technology can be leveraged to deliver transformative gamification services. It demonstrates the multiple transformative value dimensions that can be created by gamified apps and serious games, which assist the performance of well-being behaviors and which have yet to be theorized or empirically examined. The study also establishes the mediating rather than the moderating role of involvement in gamification and serious games, as called for in the literature.

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Experiences that matter? The motivational experiences and business outcomes of gamified services

Cited by 85 publications

References 93 publications

Gamifying the digital shopping experience: games without monetary participation incentives increase customer satisfaction and loyalty

Gamifying the digital shopping experience: games without monetary participation incentives increase customer satisfaction and loyalty

Innovation in project management education - let’s get serious!

Transformative value and the role of involvement in gamification and serious games for well-being

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