From Elements to Structures: An Agenda for Organisational Gamification

Khan, Ali Mahmood; Boroomand, Farzam; Webster, Jane; Minocher, Xerxes

doi:10.1080/0960085x.2020.1780963

Cited by 21 publications

(17 citation statements)

References 106 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…First, we reconcile mixed results from prior literature on gamification observed by several scholars (e.g. Höllig et al, 2020; Khan et al, 2020; Mullins and Sabherwal, 2020). We contribute to recent research by arguing that the efficiency of gamification is conditioned by the ability of such a strategy to induce uncertainty-to-win (Leclercq et al, 2018, 2020a).…”

Section: Introductionsupporting

confidence: 82%

“…Indeed, prior studies report mixed results, revealing a limited understanding of the conditions when this strategy works (e.g. Khan et al, 2020; Mullins and Sabherwal, 2020; Wolf et al, 2020). Self-Determination Theory has become one of the dominant perspectives explaining the efficiency of gamification mechanisms motivating people’s behaviors by making an activity fun and entertaining (e.g.…”

Section: Theoretical Contributionsmentioning

confidence: 99%

See 1 more Smart Citation

No pain, no gain! The uncertainty-to-win effect on customer experience quality through gamified interaction

Leclercq

2022

Recherche et Applications en Marketing (English Edition)

View full text Add to dashboard Cite

Offering customers a high-quality experience has become critical for companies. Scholars have therefore emphasized the opportunity to use gamification. However, despite the increasing popularity of such an approach, prior studies report mixed results. This research aims to reconcile these findings by identifying under which conditions gamification leads to a better experience. Drawing on uncertainty-resolution theory, we examine how uncertainty-to-win affects customer experience quality. The results from six studies, combining a field study and experiments, demonstrate the benefits of uncertainty-to-win for customer experience quality. We find that the uncertainty-to-win effect persists even after people are informed of a win/lose decision. Moreover, we highlight that losing the contest stresses the uncertainty-to-win effect, and consequently counter the harmful effect of loss. Conversely, we suggest that reward value mitigates the positive impact of uncertainty-to-win by focusing customers’ attention on a prize instead of on their experience. Our findings move the literature forward by underscoring how uncertainty-to-win is a condition that explains gamification’s ability to deliver a high-quality experience.

show abstract

Section: Introductionsupporting

confidence: 82%

Section: Theoretical Contributionsmentioning

confidence: 99%

No pain, no gain! The uncertainty-to-win effect on customer experience quality through gamified interaction

Leclercq

2022

Recherche et Applications en Marketing (English Edition)

View full text Add to dashboard Cite

show abstract

“…En effet, les études antérieures rapportent des résultats divergents, preuve d’une compréhension limitée des conditions dans lesquelles cette stratégie fonctionne (ex. Khan et al, 2020 ; Mullins et Sabherwal, 2020 ; Wolf et al, 2020). Dans ce cadre, la théorie de l’auto-détermination est devenue l’une des approches dominantes pour expliquer comment les mécanismes de gamification sur la motivation des personnes à adopter certains comportements tout en rendant l’activité « fun » et divertissante (ex.…”

Section: Contributions Théoriquesunclassified

“…Premièrement, nous réconcilions des résultats divergents de la littérature académique sur la gamification (ex. Höllig et al, 2020 ; Khan et al, 2020 ; Mullins et Sabherwal, 2020). Nous contribuons aux récents travaux sur le sujet en suggérant que l’efficacité de la gamification est conditionnée par la capacité de cette stratégie à induire de l’incertitude concernant le fait de gagner (Leclercq et al, 2018 ; 2020a).…”

Section: Introductionunclassified

A vaincre sans péril, on triomphe sans gloire ! L’effet de l’incertitude de gagner sur la qualité de l’expérience client durant les interactions gamifiées

Leclercq

2022

Recherche et Applications en Marketing (French Edition)

View full text Add to dashboard Cite

Résumé Offrir aux clients une expérience de qualité est devenu un enjeu critique pour les entreprises. A cette fin, les chercheurs ont mis en évidence l’opportunité d’utiliser la gamification. Cependant, et malgré la popularité grandissante de cette stratégie, les études rapportent des résultats divergents. Cette recherche vise à réconcilier les résultats antérieurs en identifiant les conditions dans lesquelles la gamification permet d’aboutir à une meilleure expérience. Sur base de la théorie de la résolution de l’incertitude, nous examinons comment l’incertitude de gagner affecte la qualité de l’expérience client. Les résultats de six études, combinant une enquête sur le terrain et des expérimentations, démontrent les bénéfices associés à l’incertitude de gagner en termes de qualité de l’expérience client. Nous montrons que cet effet existe pendant et après l’activité gamifiée, quand les participants sont informés de leur succès ou de leur échec. Par ailleurs, nous mettons en évidence que le fait de perdre le concours renforce l’impact positif de l’incertitude de gagner, ce qui suggère que l’incertitude de gagner permet de contrer l’effet négatif de l’aversion à l’échec lors d’un concours. A l’inverse, nous suggérons que la valeur de la récompense proposée atténue l’impact positif de l’incertitude de gagner en attirant l’attention du client sur l’enjeu plutôt que l’expérience vécue. Nos résultats contribuent à la littérature existante en soulignant le rôle de l’incertitude de gagner comme condition déterminante à la capacité de la gamification à délivrer une expérience de qualité.

show abstract

“…As gamification has permeated the realms of organizational strategy and performance, ethical concerns pertaining to the manipulation and exploitation of user behavior in favor of the firm have become a matter of debate (Kim and Werbach 2016; Thorpe and Roper 2019). Furthermore, the effects of gamification on individual performance across varying domains and user attributes seem to yield mixed results, ranging from positive to neutral and, in some cases, counterproductive (Khan et al 2020; Landers 2019). In response to these concerns, Huotari and Hamari (2017, p. 25) revise the definition of gamification as “a process of enhancing a service with affordances for gameful experiences in order to support users’ overall value creation.” This definition highlights two key characteristics of gamification: (1) game mechanics integration (i.e., combining game elements based on user resources and motivations to create affordances for a gameful experience) and (2) the creation of user value from a gamified service.…”

Section: Introductionmentioning

confidence: 99%

It is Really Not a Game: An Integrative Review of Gamification for Service Research

Ciuchita

Heller

Köcher

et al. 2022

Journal of Service Research

View full text Add to dashboard Cite

Gamification has attracted considerable practitioner attention and has become a viable tactic for influencing behavior, boosting innovation, and improving marketing outcomes across industries. Simultaneously, studies on the use of gamification techniques have emerged in diverse fields, including computer science, education, and healthcare. Despite the broad popularity of gamification in other fields, it has received only limited attention in the service literature. Moreover, the findings of extant studies on gamification in the service field are inconclusive and suggest an incomplete understanding of the employment of gamification in service contexts. Thus, this study aims to integrate the growing but scattered cross-disciplinary literature on gamification and to emphasize its relevance to service research. Specifically, we first conceptualize gamification for service and differentiate it from related concepts. Then, using a systematic literature review, we identify 34 empirical articles that reflect this gamification conceptualization and can be connected to relevant service research themes (e.g., customer participation, experience, and loyalty). Employing activity theory, we derive four higher-order functions of gamification: production, consumption, exchange, and distribution. Finally, we develop a research agenda to generate a better understanding of the central aspects within each of the identified gamification functions and stimulate future academic efforts on gamification in services.

show abstract

From Elements to Structures: An Agenda for Organisational Gamification

Cited by 21 publications

References 106 publications

No pain, no gain! The uncertainty-to-win effect on customer experience quality through gamified interaction

No pain, no gain! The uncertainty-to-win effect on customer experience quality through gamified interaction

A vaincre sans péril, on triomphe sans gloire ! L’effet de l’incertitude de gagner sur la qualité de l’expérience client durant les interactions gamifiées

It is Really Not a Game: An Integrative Review of Gamification for Service Research

Contact Info

Product

Resources

About