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