Universität zu Köln

Eisingerich, Andreas B., Marchand, Andre ORCID: 0000-0002-2531-9881, Fritze, Martin P. and Dong, Lin (2019). Hook vs. hope: How to enhance customer engagement through gamification. Int. J. Res. Mark., 36 (2). S. 200 - 216. AMSTERDAM: ELSEVIER. ISSN 1873-8001

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Abstract

Many digital service providers have adopted gamification to promote customer engagement. Critical questions, however, remain about the most effective way to enhance customer engagement and increase sales by applying gamification. With a research design that combines qualitative and quantitative methods, including the use of objective sales data from a large field study and replication of the findings across different contexts, this study explores how gamification fosters customer engagement. Both field study results and a simulation study reveal gamification principles (i.e., social interaction, sense of control, goals, progress tracking, rewards, and prompts) that promote hope and consequently increase customer engagement and digital sales. Furthermore, we find that hope is more strongly associated with customer engagement than the psychological condition of compulsion, which even exerts a negative impact. This research thus explores how gamification creates value for customers and provides actionable insights for managers to foster hope through gamification as opposed to get customers hooked. (C) 2019 Elsevier B.V. All rights reserved.

Item Type:	Journal Article
Creators:	Creators Email ORCID ORCID Put Code Eisingerich, Andreas B. UNSPECIFIED UNSPECIFIED UNSPECIFIED Marchand, Andre UNSPECIFIED orcid.org/0000-0002-2531-9881 UNSPECIFIED Fritze, Martin P. UNSPECIFIED UNSPECIFIED UNSPECIFIED Dong, Lin UNSPECIFIED UNSPECIFIED UNSPECIFIED
URN:	urn:nbn:de:hbz:38-138643
DOI:	10.1016/j.ijresmar.2019.02.003
Journal or Publication Title:	Int. J. Res. Mark.
Volume:	36
Number:	2
Page Range:	S. 200 - 216
Date:	2019
Publisher:	ELSEVIER
Place of Publication:	AMSTERDAM
ISSN:	1873-8001
Language:	English
Faculty:	Unspecified
Divisions:	Unspecified
Subjects:	no entry
Uncontrolled Keywords:	Keywords Language POSITIVE EMOTIONS; ADDICTION; BENEFITS; BROADEN Multiple languages Business Multiple languages
Refereed:	Yes
URI:	http://kups.ub.uni-koeln.de/id/eprint/13864