Over the last decade, Gamification has been identified as one of the most prominent marketing initiatives to engage customers in the creation of more desirable and unique offerings. Adding Gamification into offerings allows customers to socially interact, share information and co-create experiences. Previous literature have focused on examining existing customers in the post first experience phase, thus leaving non-customers' willingness to engage in Gamification initiatives as an unexplored phenomena. As the ability to attract non-customers is identified to be a major source of business growth, the insights of what drives engagement of non-customers to eventually become new customers through the application of Gamification is vital for furthering the understanding in the research field. Drawing on three types of gamified settings, (Personal, Competitive and Collaborative) this thesis aims to contribute with a better understanding on the relationship between Customer Engagement and Gamification. A quantitative research approach with a quasi-experimental design was applied, generating data from 379 respondents on a fictitious gamified app. The empirical findings contribute to existing literature by providing guidance on how to engage non-customers through Gamification offerings. Results indicated that non-customers are more likely to engage in Competitive and Collaborative Gamifications rather than Personal Gamification. Therefore, this thesis implies that engagement of non-customers differs based on what kind of Gamification is being offered.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:uu-451070 |
| Date | January 2021 |
| Creators | Czeszejko, Rafael, Öfverström, Sofia |
| Publisher | Uppsala universitet, Företagsekonomiska institutionen |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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