Title |
Gamification and service marketing
|
---|---|
Published in |
SpringerPlus, November 2014
|
DOI | 10.1186/2193-1801-3-653 |
Pubmed ID | |
Authors |
Roger Conaway, Mario Cortés Garay |
Abstract |
Our paper addresses the development of the gamification concept with business applications. We report on our survey of customers and managers seeking to participate in gamification on their websites. We examined both customer and manager perspectives and compare survey results in terms of service marketing and characteristics of consumers who engage with gamification platforms. Our data supported a design theory delineating four key characteristics in gamification platforms that attract consumers toward an enterprise's website. Those features attract individuals through (1) Progress Paths, (2) Feedback and Reward, (3) Social Connection, and (4) Attractiveness of the site. Results from the managers' survey reflected key characteristics that must exist for implementation of a gamification platform. The data revealed a particular demographic profile of a gamification individual drawn to a website. These findings may help company managers who wish to adopt a gamification platform in the future. |
X Demographics
Geographical breakdown
Country | Count | As % |
---|---|---|
United Kingdom | 3 | 50% |
United States | 1 | 17% |
Unknown | 2 | 33% |
Demographic breakdown
Type | Count | As % |
---|---|---|
Members of the public | 5 | 83% |
Scientists | 1 | 17% |
Mendeley readers
Geographical breakdown
Country | Count | As % |
---|---|---|
Spain | 2 | <1% |
Germany | 1 | <1% |
Turkey | 1 | <1% |
Brazil | 1 | <1% |
Malaysia | 1 | <1% |
Finland | 1 | <1% |
United States | 1 | <1% |
Unknown | 427 | 98% |
Demographic breakdown
Readers by professional status | Count | As % |
---|---|---|
Student > Master | 94 | 22% |
Student > Ph. D. Student | 45 | 10% |
Student > Bachelor | 39 | 9% |
Lecturer | 34 | 8% |
Student > Doctoral Student | 21 | 5% |
Other | 69 | 16% |
Unknown | 133 | 31% |
Readers by discipline | Count | As % |
---|---|---|
Business, Management and Accounting | 127 | 29% |
Computer Science | 50 | 11% |
Economics, Econometrics and Finance | 32 | 7% |
Social Sciences | 29 | 7% |
Engineering | 13 | 3% |
Other | 46 | 11% |
Unknown | 138 | 32% |