The moderating effect of gamification on the relationship between customer engagement and new service development process involvement
by Voravee Ruengaramrut; Vincent Ribiere; Stefania Mariano
International Journal of Innovation and Learning (IJIL), Vol. 27, No. 1, 2020

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.

Online publication date: Mon, 02-Dec-2019

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Innovation and Learning (IJIL):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com