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

Authors: Voravee Ruengaramrut; Vincent Ribiere; Stefania Mariano

Addresses: The Institute for Knowledge and Innovation Southeast Asia (IKI-SEA), Business School, Bangkok University, 119 Rama 4 Road, Klong-Toey, Bangkok, 10110, Thailand ' The Institute for Knowledge and Innovation Southeast Asia (IKI-SEA), Business School, Bangkok University, 119 Rama 4 Road, Klong-Toey, Bangkok, 10110, Thailand ' School of Business Administration, Department of Management, The American University of Sharjah (UAE), P.O. Box 26666, Sharjah, United Arab Emirates; The Institute for Knowledge and Innovation Southeast Asia (IKI-SEA), Business School, Bangkok University, 119 Rama 4 Road, Klong-Toey, Bangkok, 10110, Thailand

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.

Keywords: gamification; customer engagement; new service development; NSD; process.

DOI: 10.1504/IJIL.2020.103895

International Journal of Innovation and Learning, 2020 Vol.27 No.1, pp.93 - 119

Received: 22 Sep 2018
Accepted: 04 Feb 2019
Published online: 02 Dec 2019 *

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