طراحی مدل بازی‌وارسازی (گیمیفیکیشن) به منظور مدیریت تجربه مشتریان نسل وای

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجو دکترا ،گروه مدیریت بازرگانی-بازاریابی،واحد علی آباد کتول ،دانشگاه آزاد اسلامی ،علی آبادکتول،ایران

2 استادیار ،گروه مدیریت ،موسسه آموزش عالی غزالی،قزوین،ایران

3 استادیار،گروه مهندسی صنایع ،واحد علی آبادکتول،دانشگاه آزاد اسلامی ،علی آبادکتول،ایران

4 استادیار،گروه مدیریت ،واحد علی آبادکتول،دانشگاه آزاد اسلامی ،علی آبادکتول،ایران

10.34785/J018.2021.178

چکیده

هدف این پژوهش طراحی مدل بازی‌وارسازی‎ ‎به‌منظور مدیریت تجربه نسل وای است. این پژوهش از‌لحاظ هدف کاربردی است. ‏روش پژوهش حاضر کیفی است و به‌منظور جمع‌آوری داده‌های مورد نیاز در این مطالعه از روش فراترکیب استفاده شده است. در ‏این پژوهش، جامعه آماری کلیه پژوهش‌های علمی چاپ شده در پایگاه‌های معتبر داخلی و خارجی است؛ روش نمونه گیری، نمونه‏ گیری هدفمند و غیراحتمالی است که با استفاده از ملاک‌های ورودی 21 مطالعه به عنوان نمونه انتخاب شدند؛ روش گردآوری ‏اطلاعات، روش کتابخانهای و ابزار گردآوری اطلاعات چک لیست است. جهت‎ ‎ارزیابی‎ ‎پایایی از‎ ‎ضریب‎ ‎کاپای‎ ‎کوهن استفاده شده‎ ‎است.‏‎ ‎نتایج حاصل از فراترکیب شامل استخراج 96 کد باز، 9 تم (عملکرد پاداش، عملکرد مقام، عملکرد رقابت، عملکرد خود‏‏‌‌اظهاری، تجربه جریان (غوطه‌‌ورسازی، گذر زمان، کنترل، لذت)، تجربه زیباشناختی (خودشکوفائی، پایش فعال، معنی)، قصد ‏استفاده مداوم، رضایت و وفادرای) و 3 مقوله (عملکرد بازی‌وارسازی، مدیریت تجربه نسل وای و نتایج رفتاری مشتری) است. این ‏پژوهش مدلی را تدوین می‌کند که پیش‌نیاز‌های تجربه جریان و تجربه زیبایی شناسی و نقش آنها را در توضیح قصد استفاده ‏مداوم، رضایت و وفاداری از یک سیستم بازی‌وارسازی شده نشان میدهد. یافته های این پژوهش برای‌ طراحان بازی‌وارسازی‌ و ‏بازاریابانی مفید است که به دنبال راه های‌ جدیدی‌ برای‌ ارتقاء مدیریت تجربه مشتری‌ در بازی‌وارسازی‌ هستند. به‌طور‌کلی، طراحی ‏عملکردهای بازی‌وارسازی به‌شکل مناسب می‌تواند باعث ایجاد تجربه جریان و تجربه زیبا‌شناختی مطلوب در مشتریان شده و ‏مشارکت آنها را افزایش داده و به نتایج رفتاری مثبتی منتهی شود.‏

کلیدواژه‌ها

عنوان مقاله [English]

Designing a Model for Gamification in Customer Experience Management among Customers of Generation Y

نویسندگان [English]

  • Farnaz Badiei 1
  • Hormoz Mehrani 2
  • Hossein Didehkhani 3
  • Roohalla Samiee 4
1 Ph.D. Candidate. ,Department of Business-Marketing Management , Aliabad Katoul Branch, Islamic Azad University ,Aliabad Katoul ,Iran.
2 Assistant Professor, Department of Management , Ghazali Higher Education Institute, Ghazvin, Iran.
3 Assistant Professor Department of Industrial Engineering, Aliabad Katoul Branch, Islamic Azad University, Aliabad Katoul, Iran.
4 Assistant Professor, Department of management, Aliabad Katoul Branch, Islamic Azad University, Aliabad Katoul, Iran.
چکیده [English]

The purpose of the research is to design a model for gamification in customer experience ‎management among customers of generetaion Y. The research is an applied one in terms ‎of purpose. The method of the resesrch is qualitative for which meta-synthesis has been ‎used to gather data. The population consisted of all researches published in reputable ‎foreign and domestic databases. Sampling method was purposive and nonprobability ‎sampling, by which ‎‏21‏‎ studies were selected using the input criteria. The method of data ‎gathering was the library method. Data gathering tool is a checklist. Cohen’s Kapps ‎coefficient was to assess reliability. The results of meta-synthesis included the extraction ‎of ‎‏96‏‎ open codes, ‎‏9‏‎ axial codes (reward status, competition, self-expression, flow ‎experience (immersion, time distoration, control, enjoyment), aesthetic experience (self-‎expansion, active discovery, meaning), continuous intention to use, satisfaction and ‎loyalty) and ‎‏3‏‎ themes (gamification affordances, Y generation customer experience ‎management, and customer behavior outcomes). The research designs a framework that ‎show the prerequisites of both flow and aesthetic experiences and their role in explaining ‎the continuous intention to use, satisfaction, and loyalty of a gamified system. Findings ‎are useful for gamification designers and marketing managers who are looking for new ways to ‎improve customer experience management in gameimifcation. In general, designing ‎gamification affordances in an appropriate way can create a desirable flow and aesthetic ‎experience in customers and increase their engagement so may lead to positive behavioral ‎outcomes.‎

کلیدواژه‌ها [English]

  • Gamification
  • Customer Experience Management
  • Generation Y
  • Meta Synthesis

مراجع

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