IDEAS home Printed from https://ideas.repec.org/a/ids/ijilea/v27y2020i1p93-119.html
   My bibliography  Save this article

The moderating effect of gamification on the relationship between customer engagement and new service development process involvement

Author

Listed:
  • Voravee Ruengaramrut
  • Vincent Ribiere
  • Stefania Mariano

Abstract

Service sectors generate more than two-thirds of gross domestic product (GDP) globally. Within this highly competitive environment, service innovation is dramatically gaining more attention since innovativeness can create a long-term sustainable growth for organisations. The purpose of this study is to identify the influence of gamification on the level of customer involvement in the new service development (NSD) process. A quasi-experimental design was used where treatment and control groups participated in pre-test/post-test activities under gamified and none gamified environments. To analyse the results, structural equation modelling (SEM) was used to test the proposed theoretical framework. This study provides a first step towards further investigations of the role of gamification as moderator variable strengthening the relationship between customer engagement and new service development process involvement. Implications for theory and practice are discussed, and directions for future research provided.

Suggested Citation

  • Voravee Ruengaramrut & Vincent Ribiere & Stefania Mariano, 2020. "The moderating effect of gamification on the relationship between customer engagement and new service development process involvement," International Journal of Innovation and Learning, Inderscience Enterprises Ltd, vol. 27(1), pages 93-119.
    • Handle: RePEc:ids:ijilea:v:27:y:2020:i:1:p:93-119
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=103895
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

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

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. João M. Lopes & Sofia Gomes & Ivo Rodrigues, 2024. "Playing the gamification and co-creation game: a bibliometric literature review," Management Review Quarterly, Springer, vol. 74(1), pages 353-376, February.

    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:ids:ijilea:v:27:y:2020:i:1:p:93-119. 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.

    We have no bibliographic references for this item. You can help adding them by using 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: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=57 .

    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.