Naslov
THE ROLE OF GAMIFICATION IN ACHIEVING CUSTOMER SATISFACTION

Autori
Mandić Miroslav ; Gregurec, Iva ; Bikić, Zrinka

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
CONFERENCE PROCEEDINGS OF THE 4TH INTERNATIONAL CONFERENCE ON THE ECONOMICS OF DECOUPLING (ICED) / Družić, Gordan ; Sertić, Martina Basarac - Zagreb : Ekonomski fakultet Sveučilišta u Zagrebu, 2023, 373-384

Skup
4th International Conference on the ECONOMICS OF THE DECOUPLING (ICED)

Mjesto i datum
Zagreb, Hrvatska, 30.11.2022. - 01.12.2022

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
gamification, customer satisfaction

Sažetak
The aim of the paper was to investigate the role of gamification in achieving customer satisfaction. Gamification can be defined as the use of game elements, customer experience and a visually appealing platform in order to engage and motivate customers to achieve certain goals through digital channels. For the purposes of this paper, quantitative research was conducted in which a questionnaire was used as a research instrument. The questions were adapted according to the work of Yang, Asaad & Dwivedi (2017). A Likert scale was used to measure agreement with the statements offered. A non-probability convenience sample of n = 160 respondents was used. The research respondents use gamification most often through social networks, applications and at the point of sale itself. Research results show that gamification creates positive feelings towards the product. Respondents believe that gamification is a fun way to get informed about the product. Furthermore, the results show that gamification, if it is not carefully designed to encourage repeat purchase, will not encourage the customer to buy the same product again. When it comes to customer involvement and thinking about the product, a neutral opinion dominates, which leaves a lot of room for improvement in this area. On the other hand, most respondents believe that gamification made their purchase decision easier. Most respondents resort to a game to “kill” boredom (e.g., waiting in line). The impact of gamification on product opinion was found to be neutral. The results point to the conclusion that gamification evokes positive emotions in the customer, has a positive effect on familiarizing the customer with the product in which the customer sees gamification, primarily as a fun way to get informed about the product and win prizes.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA