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.‎