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

Document Type : Research Paper

Authors

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.

Abstract

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.‎

Highlights


67 دٍرُ ّشتن، شوبرُ دٍم، 0811 مطالعات رفتار مصرف کىىدٌ

هٌابغ

ا٘هبضی عبزی
، آشض٘ٛـ؛ أیطی فمسایی، ؾیس فشح اِٝ؛ سٍّطزی ِٛقبة، خٛاز ٚ دٙبٜ ثرسا، فٕبز. (1396 .)
"
ٌیٕیفیىیکٗ ٚ ٘مف آٖ زض ٔسیطیز سدطثٝ وبضثط ثبظی ٞبی ضایأٖ ٞبی (ٔکشطی ثبظاض ثبظی ٞبی ضایأٖ ٞبی.)
ثبظی ّٔی وٙفطا٘ؽ ؾٛٔیٗ
ضایأٖ ٞبی فطنز ٞبی، چبِف ٚ ٞب ٞب انفٟبٖ، زا٘کٍبٜ انفٟبٖ، ،
https://www.civilica.com/Paper-CGCO03-CGCO03_016.html
.
ثهیطیبٖ خٟطٔی، ضضب؛ ثیٍسِی،
ضضب؛ حیسضی، غلأطضب ٚ حبخی یرچبِی، فّیطضب. (1396). عطاحی ٚ وبضثؿز ٘طْ افعاض ثبظی ٚاضؾبظی قسٜ ٚة ؾبیز وشبثرب٘ٝ ای ٚ ثطضؾی سبثیط وبضثطز آٖ ثط ٔؤِفٝ ٞبی ذٛز سقییٗ ٌطی وبضثطاٖ وشبثرب٘ٝ. فهّٙبٔٝ فّٕی دػٚٞکی دػٚٞکٍبٜ فّْٛ ٚ فٙبٚضی اعلافبر ایطاٖ ،33(1 ،)361-386. حیسضی، ؾب٘بظ. (1390). ثطضؾی ضاثغٝ ثیٗ سدطثٝ ٔکشطی ٚ ٚفبزاضی ٔکشطیبٖ ٚ سجّیغبر زٞبٖ ثٝ زٞبٖ سٛؾظ ٔکشطیبٖ ٔحهٛلار ؾبٔؿًٛ٘. دبیبٖ ٘بٔٝ وبضقٙبؾی اضقس ضقشٝ ٔسیطیز اخطایی، زا٘کٍبٜ نٙقشی قبٞطٚز. ذبوی، غلأطضب. (1382). ضٚـ سحمیک زض ٔسیطیز. سٟطاٖ، ا٘شکبضار زا٘کٍبٜ آظاز اؾلأی.
ذسأطازدٛض، ٔػٌبٖ؛ ٔحطْ
ظازٜ، ٟٔطزاز ٚ یىشبیبض، ٔؾفط. (1399). ضاثغٝ دیکطاٖ ٞبی وّیسی سدطثٝ ٔکشطیبٖ ثب اضظـ زضن قسٜ ٚ ٚفبزاضی آ٘بٖ (ٔغبِقٝ ای اظ ثبظیىٙبٖ ِیً ثطسط فٛسجبَ ثٝ فٙٛاٖ ٔکشطیبٖ زاذّی ثبقٍبٜ .)ٞبٔغبِقبر ضفشبض ٔهطف وٙٙسٜ ،7 (1 ،)72-88.
زضٌی، دطٚیع
ٚ ٔیطٚاحسی، ؾیس ؾقیس. (1388). آظٖٔٛ ثبظاضیبثی، ٔحهٛلار خسیس. سٟطاٖ، ا٘شکبضار ضؾب، چبح اَٚ.
ضضٛا٘ی
، ٟٔطاٖ؛ ٔیطعبٞطی، ؾیسٜ فبعٕٝ ٚ ضضبئی، ٔطضیٝ. (1398). سأثیط ثىبضٌیطی ثبظاضیبثی ٔحشٛایی ثط لهس ثبظزیس ٔدسز ٚة ؾبیز زض وؿت ٚوبضٞبی ٘ٛؽٟٛض ایٙشط٘شی (ٔٛضزٔغبِقٝ: ٚة ؾبیز یىشب وشبة.) ٔغبِقبر ضفشبض ٔهطف وٙٙسٜ ،6 (1 ،)21-39 . ظیب٘ی، ٔحجٛثٝ. (1395). ثطضؾی سبثیطار ٌیٕیفیىیکٗ زض دیبٔسٞبی ضفشبضی. دبیبٖ ٘بٔٝ وبضقٙبؾی اضقس ضقشٝ فٙبٚضی اعلافبر-ٌطایف ٔسیطیز زا٘ف، زا٘کٍبٜ دیبْ ٘ٛض، ٔطوع غطة سٟطاٖ.
ؾٟطاثی، ثبثه؛
افؾٕی، أیط ٚیعازا٘ی، حٕیسضضب. (1390). آؾیت قٙبؾی دػٚٞف ٞبی ا٘دبْ قسٜ زض ظٔیٙٝ ٔسیطیز اؾلأی ثب ضٚیىطز فطاسطویت. چکٓ ا٘ساظ ٔسیطیز زِٚشی ،6 ،9-24.
فطیٕب٘ی، ٟٔسی. (
1392). ثبظی وبضی؛ ٍ٘بٞی ثٝ قىُ ٌیطی ٔفٟٛٔی ٘ٛ زض فطنٝ فضبی ٔدبظی ٚ وبضثطزٞبی آٖ. سٟطاٖ: ٔطوع سٛؾقٝ فٙبٚضی اعلافبر ٚ ضؾب٘ٝ ٞبی زیدیشبَ، 21-23.
وطیٕی، ویب٘ٛـ. (
1395). لبثّیز ٞبی ثبظی ٚاضؾبظی زض افعایف زضٌیطی ٔربعجبٖ ثب ضؾب٘ٝ، ٔغبِقٝ ٔٛضزی: آی دی سی ٚی نسا ٚ ؾیٕبی خٕٟٛضی اؾلأی ایطاٖ. دبیبٖ ٘بٔٝ وبضقٙبؾی اضقس ضقشٝ ٔسیطیز ضؾب٘ٝ، زا٘کٍبٜ نسا ٚ ؾیٕبی خٕٟٛضی اؾلأی ایطاٖ.
ٍٟ٘جبٖ، ٘یلا. (
1396). ثطضؾی سبثیط ٔسیطیز سدطثٝ ٔکشطی ثط لهس ذطیس ٔدسز ثب ٘مف ٔیب٘دی ضضبیز ٚ افشٕبز، ٔٛضز ٔغبِقٝ: ٔکشطیبٖ قطوز ٞبی اضائٝ زٞٙسٜ ذسٔبر ایٙشط٘ز قٟط ٔکٟس. دبیبٖ ٘بٔٝ وبضقٙبؾی اضقس ٔسیطیز ثبظضٌب٘ی-ثبظاضیبثی، ٌطٜٚ ٔسیطیز زا٘کىسٜ ازثیبر ٚ فّْٛ ا٘ؿب٘ی زا٘کٍبٜ ثیٗ إِّّی أبْ ضضب.
٘یطٚٔٙس، دٛضا٘سٚذز؛ ض٘دجط، ٔحجٛثٝ؛ ؾقسی، ٔحٕسضضب
ٚ أیطقبٞی، ٔیط. (1391). قٙبؾبیی ٚ عجمٝ ثٙسی ٔسَ ٞبی وؿت ٚ وبض ٔٛثبیُ ٔجشٙی ثط ضٚیىطز فطاسطویت. ٔسیطیز فٙبٚضی اعلافبر ،4(10 ،)179-201.

 
 


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& Linder, J. (2010). Game-based marketing: inspire customer loyalty through rewards, challenges, and contests. John Wiley and Sons. Zimmer, L. (2006). Qualitative meta-synthesis: A question of dialoguing with texts. Journal
of Advanced Nursing, 53
3 , 311-318.

Keywords


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