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Gamification in a servicescape context: a conceptual framework

Author

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  • Miralem Helmefalk
  • Leif Marcusson

Abstract

While gamification has gained in popularity across different research domains, there is still scarce knowledge on gamification in a servicescape context. The little research that exists in this field does not point in any clear direction. However, further investigation of gamification can provide researchers and practitioners with opportunities to further understand, embed and implement gamification into their marketing activities. To solve these issues, this research reviews contemporary servicescape and gamification literature and conceptualises a framework showing how gamification and its mechanics are linked to the concept of servicescapes and its marketing outcomes. This review highlights gamified mechanics in servicescapes as visible, non-visible and platform dependent. These are shown to influence cognitive and affective responses such as engagement, motion, flow and emotions, which subsequently have impact on long and short-term marketing outcomes. Theoretical and managerial implications are also discussed.

Suggested Citation

  • Miralem Helmefalk & Leif Marcusson, 2019. "Gamification in a servicescape context: a conceptual framework," International Journal of Internet Marketing and Advertising, Inderscience Enterprises Ltd, vol. 13(1), pages 22-46.
    • Handle: RePEc:ids:ijimad:v:13:y:2019:i:1:p:22-46
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    Cited by:

    1. Dzandu, Michael D. & Hanu, Charles & Amegbe, Hayford, 2022. "Gamification of mobile money payment for generating customer value in emerging economies: The social impact theory perspective," Technological Forecasting and Social Change, Elsevier, vol. 185(C).
    2. Monica Cerdan Chiscano & Ana Isabel Jiménez-Zarco, 2021. "Towards an Inclusive Museum Management Strategy. An Exploratory Study of Consumption Experience in Visitors with Disabilities. The Case of the CosmoCaixa Science Museum," Sustainability, MDPI, vol. 13(2), pages 1-14, January.

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