Title: Gamification in a servicescape context: a conceptual framework

Authors: Miralem Helmefalk; Leif Marcusson

Addresses: School of Business and Economics, Linnaeus University, 391-82 Kalmar, Sweden ' School of Business and Economics, Linnaeus University, 391-82 Kalmar, Sweden

Abstract: While gamification has gained in popularity across different research domains, there is still scarce knowledge on gamification in a servicescape context. The little research that exists in this field does not point in any clear direction. However, further investigation of gamification can provide researchers and practitioners with opportunities to further understand, embed and implement gamification into their marketing activities. To solve these issues, this research reviews contemporary servicescape and gamification literature and conceptualises a framework showing how gamification and its mechanics are linked to the concept of servicescapes and its marketing outcomes. This review highlights gamified mechanics in servicescapes as visible, non-visible and platform dependent. These are shown to influence cognitive and affective responses such as engagement, motion, flow and emotions, which subsequently have impact on long and short-term marketing outcomes. Theoretical and managerial implications are also discussed.

Keywords: atmospheres; engagement; gamification; marketing; motivation; retailing; servicescape; stimuli; organism and response; S-O-R; value; customer behaviour.

DOI: 10.1504/IJIMA.2019.097894

International Journal of Internet Marketing and Advertising, 2019 Vol.13 No.1, pp.22 - 46

Received: 29 Jan 2018
Accepted: 31 May 2018

Published online: 13 Feb 2019 *

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