Jorge H.O. Silva, Glauco H.S. Mendes, Jorge G. Teixeira and Daniel Braatz
While academics and practitioners increasingly recognize the impacts of gamification on customer experience (CX), its role in the customer journey remains undeveloped. This…
Abstract
Purpose
While academics and practitioners increasingly recognize the impacts of gamification on customer experience (CX), its role in the customer journey remains undeveloped. This article aims to identify how gamification can leverage each customer journey stage, integrate the findings into a conceptual model and propose future research opportunities.
Design/methodology/approach
Since CX and customer journey are interrelated concepts, the authors rely on CX research to identify research themes that provide insights to propose the conceptual model. A systematic review of 154 articles on the interplay between gamification and CX research published from 2013 to 2022 was performed and analyzed by thematic content analysis. The authors interpreted the results according to the service customer journey stages and the taxonomy of digital engagement practices.
Findings
This article identified five main thematic categories that shape the conceptual model (design, customer journey stages, customer, technology and context). Gamification design can support customer value creation at any customer journey stage. While gamification can leverage brand engagement at the pre-service stage by enhancing customer motivation and information search, it can leverage service and brand engagement at the core and post-service stages by enhancing customer participation and brand relationships. Moreover, customer-, technology- and context-related factors influence the gamified service experience in the customer journey.
Originality/value
This article contributes to a conceptual integration between gamification and customer journey. Additionally, it provides opportunities for future research from a customer journey perspective.
Details
Keywords
The purpose of this present paper is twofold: (1) to study the role of gender in food preferences and (2) to study the change in food choice due to climate change in Chandigarh…
Abstract
Purpose
The purpose of this present paper is twofold: (1) to study the role of gender in food preferences and (2) to study the change in food choice due to climate change in Chandigarh, India. Thus, the hypothesis developed are that (1) there is a significant effect of environmental change on the dietary habits of the women and (2) gender norms are significant in the selection of foods in Chandigarh.
Design/methodology/approach
The literature review was done with the help of NVivo 11, and for quantitative data analysis, SPSS version 22 is used.
Findings
The study concluded that societal gender norms were not significant for women in the choice of food. Also, climate change and women are an essential factor in food preferences at the household level.
Originality/value
While framing the adaptation policy and programs at the institutional level, the cultural and traditional knowledge gets little attention. Hence, the present paper will contribute in the policy-making from a gender perspective.