Gamification Impact on Customer Relationship Development in Virtual Environment

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Author(s): Rimantas Gatautis (Kaunas University of Technology, Lithuania)and Audrone Medziausiene (Kaunas University of Technology, Lithuania)
Copyright: 2015
Pages: 21
Source title: Strategic Customer Relationship Management in the Age of Social Media
Source Author(s)/Editor(s): Amir Khanlari (University of Tehran, Iran)
DOI: 10.4018/978-1-4666-8586-4.ch007

Keywords: Business & Management / Business Science Reference / Consumer Management / Marketing

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Abstract

The chapter analyzes gamification conception presenting different perspective towards gamification. Game elements, game mechanics and game dynamics are discussed within the chapter as a main component gamification. Customer relations development stages are presented analyzing acquisition, retention and enchantment stages. The proposed conceptual model describes game elements impact on customer relations development and perceived value. The proposed model empirical validation results in Lithuania market are discussed.

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Gamification Impact on Customer Relationship Development in Virtual Environment

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