Gamifying a Car's Servicescape

Abstract

Research so far has explored and examined physical and digital servicescapes, but little is known about more abstract settings such as cars. Drawing from research on gamification and service marketing, this chapter explores the brand as game mechanics in a car's servicescape. The chapter uses a qualitative empirical case with a global car manufacturer to further anchor gamification with service marketing literature. The chapter reveals that the manufacturer strategically plans and designs the car's servicescape by employing the brand-related stimuli as game mechanisms in the interior. It also reveals that consumers do not actively participate in creating value in non-game contexts.