The Role of Gamification, Enjoyment, and Playfulness in Enhancing Customer Engagement and Psychological Wellbeing

Abstract

The present study adds to the literature on Stimulus Organism Response Model by introducing novel relationships among variables like gamification enjoyment, playfulness, customer engagement and psychological wellbeing. Gamification Enjoyment plays a direct influential role on Customer Engagement which has an impact on psychological wellbeing of customers. On the other hand, Playfulness moderates the relationship between Gamification Enjoyment and Customer Engagement positively. The playfulness has strategic significance for present day business. The gamification works as stimulus and affect customers (organism) and response generated in shape of customer engagement. Consumer culture theory also explains relationships in the present study model as a complementary theory. The study outcomes have significance for businesses and marketers who can engage customer and obtain desirable customer behaviors by including gamification as a strategy to engage customers online. The outcome of psychological wellbeing can keep customers contented, engaged and loyal in the long run. Quantitative study, i.e. survey method was used and a self-administered questionnaire was used. The study items were adapted from past studies. The future studies may use gamification to assess actual consumer behavior for exhibition of their actual inner happiness and joy or need for fun. Future studies may evaluate mediation role of customer engagement between gamification joy and customer psychological wellbeing. Present study used convenience sampling technique and study respondents were users of the gamification app easily identified and approached for survey at review sections. The present study used Smart PLS software for statistical analysis.

Keywords: gamification, playfulness, customer engagement and psychological wellbeing.