IDEAS home Printed from https://ideas.repec.org/a/eee/bushor/v59y2016i1p29-36.html
   My bibliography  Save this article

Game on: Engaging customers and employees through gamification

Author

Listed:
  • Robson, Karen
  • Plangger, Kirk
  • Kietzmann, Jan H.
  • McCarthy, Ian
  • Pitt, Leyland

Abstract

Managers are frequently tasked with increasing the engagement levels of key stakeholders, such as customers and employees. Gamification—defined as the application of game design principles to change behavior in non-gaming contexts—is a tool that, if crafted and implemented properly, can increase engagement. In this article we discuss how gamification can aid customer and employee engagement, and delineate between four different types of customers and employees who act as ‘players’ in gamified experiences. We include illustrative examples of gamification and conclude by presenting five lessons for managers who wish to utilize gamification.

Suggested Citation

  • Robson, Karen & Plangger, Kirk & Kietzmann, Jan H. & McCarthy, Ian & Pitt, Leyland, 2016. "Game on: Engaging customers and employees through gamification," Business Horizons, Elsevier, vol. 59(1), pages 29-36.
    • Handle: RePEc:eee:bushor:v:59:y:2016:i:1:p:29-36
    DOI: 10.1016/j.bushor.2015.08.002
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0007681315000968
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.bushor.2015.08.002?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Parent, Michael & Plangger, Kirk & Bal, Anjali, 2011. "The new WTP: Willingness to participate," Business Horizons, Elsevier, vol. 54(3), pages 219-229, May.
    2. Tuten, Tracy L. & Neidermeyer, Presha E., 2004. "Performance, satisfaction and turnover in call centers: The effects of stress and optimism," Journal of Business Research, Elsevier, vol. 57(1), pages 26-34, January.
    3. Robson, Karen & Plangger, Kirk & Kietzmann, Jan H. & McCarthy, Ian & Pitt, Leyland, 2015. "Is it all a game? Understanding the principles of gamification," Business Horizons, Elsevier, vol. 58(4), pages 411-420.
    4. Brodie, Roderick J. & Ilic, Ana & Juric, Biljana & Hollebeek, Linda, 2013. "Consumer engagement in a virtual brand community: An exploratory analysis," Journal of Business Research, Elsevier, vol. 66(1), pages 105-114.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Ivan Fedorenko & Pierre Berthon, 2017. "Beyond the expected benefits: unpacking value co-creation in crowdsourcing business models," AMS Review, Springer;Academy of Marketing Science, vol. 7(3), pages 183-194, December.
    2. Rosenthal, Benjamin & Brito, Eliane P.Z., 2017. "How virtual brand community traces may increase fan engagement in brand pages," Business Horizons, Elsevier, vol. 60(3), pages 375-384.
    3. Hammedi, Wafa & Leclercq, Thomas & Poncin, Ingrid & Alkire (Née Nasr), Linda, 2021. "Uncovering the dark side of gamification at work: Impacts on engagement and well-being," Journal of Business Research, Elsevier, vol. 122(C), pages 256-269.
    4. Leclercq, Thomas & Hammedi, Wafa & Poncin, Ingrid, 2018. "The Boundaries of Gamification for Engaging Customers: Effects of Losing a Contest in Online Co-creation Communities," Journal of Interactive Marketing, Elsevier, vol. 44(C), pages 82-101.
    5. Rahman, Shaikh Moksadur, 2020. "Relationship between Job Satisfaction and Turnover Intention: Evidence from Bangladesh," Asian Business Review, Asian Business Consortium, vol. 10(2), pages 99-108.
    6. Muhammad Junaid & Khalid Hussain & Abdul Basit & Fujun Hou, 2020. "Nature of brand love: examining its variable effect on engagement and well-being," Journal of Brand Management, Palgrave Macmillan, vol. 27(3), pages 284-299, May.
    7. Nour El Houda Ben Amor & Mohamed Nabil Mzoughi, 2023. "Do Millennials’ Motives for Using Snapchat Influence the Effectiveness of Snap Ads?," SAGE Open, , vol. 13(3), pages 21582440231, July.
    8. Shaheer, Noman Ahmed & Li, Sali, 2020. "The CAGE around cyberspace? How digital innovations internationalize in a virtual world," Journal of Business Venturing, Elsevier, vol. 35(1).
    9. Minguez, Ana & Javier Sese, F., 2022. "Why do you want a relationship, anyway? Consent to receive marketing communications and donors’ willingness to engage with nonprofits," Journal of Business Research, Elsevier, vol. 148(C), pages 356-367.
    10. Prabal Chakraborty & Moumita Poddar, 2020. "Role of Multiple Stakeholders in Value Co-creation and Effects on Medical Tourism," Jindal Journal of Business Research, , vol. 9(1), pages 18-26, June.
    11. Kyeongmin Yum & Byungjoon Yoo, 2024. "Enhancing online reviews: exploring the impact of characteristic-based review system on customer engagement for offline sellers," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-13, December.
    12. Moriuchi, Emi & Takahashi, Ikuo, 2022. "The role of perceived value, trust and engagement in the C2C online secondary marketplace," Journal of Business Research, Elsevier, vol. 148(C), pages 76-88.
    13. Eman Abdelhamid Hasnin, 2018. "A Mediating Role of Customer Value Between Customer Engagement and Loyalty: An Applied Study in Commercial Banks in Egypt," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 10(1), pages 136-144, March.
    14. Yuemei Ding & Dequan Zheng & Xiaoyu Niu, 2023. "Collaborative Green Innovation of Livestock Product Three-Level Supply Chain Traceability System: A Value Co-Creation Perspective," Sustainability, MDPI, vol. 16(1), pages 1-28, December.
    15. Bruneau, Virginie & Swaen, Valérie & Zidda, Pietro, 2018. "Are loyalty program members really engaged? Measuring customer engagement with loyalty programs," Journal of Business Research, Elsevier, vol. 91(C), pages 144-158.
    16. Chikako Ishizuka & Kei Aoki, 2024. "Drivers of sustained brand engagement: cases of long-term customers of hedonic and utilitarian brands in Japan," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(4), pages 979-989, December.
    17. Agnieszka Izabela Baruk, 2021. "Relationships between Final Purchasers and Offerors in the Context of Their Perception by Final Purchasers," Energies, MDPI, vol. 14(11), pages 1-15, June.
    18. Ostovan, Nima & Khalili Nasr, Arash, 2022. "The manifestation of luxury value dimensions in brand engagement in self-concept," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    19. Vasile-Daniel Păvăloaia & Elena-Mădălina Teodor & Doina Fotache & Magdalena Danileţ, 2019. "Opinion Mining on Social Media Data: Sentiment Analysis of User Preferences," Sustainability, MDPI, vol. 11(16), pages 1-21, August.
    20. Zhang, Chu-Bing & Zhang, Zhuo-Ping & Chang, Ying & Li, Tian-Ge & Hou, Ru-Jing, 2022. "Effect of WeChat interaction on brand evaluation: A moderated mediation model of para-social interaction and affiliative tendency," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:bushor:v:59:y:2016:i:1:p:29-36. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/bushor .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.