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Application of gamification as a method to increase customer engagement

Mykyteichuk, Vladyslav
(2022)

Files

VLADYSLAV_06882100_2022.pdf
  • UCLouvain restricted access
  • Adobe PDF
  • 1.77 MB

Details

Supervisors
Prof. Lina Pilelienė ; Prof. Pierre Semal
Faculty
Louvain School of Management
Degree label
Master [120] en sciences de gestion, à finalité spécialisée
Abstract
The aim of the diploma paper is to conduct an empirical research-oriented study on application of gamification as a method to increase customer engagement. The work consists of three main parts. The first part of the study offers a theoretical analysis on gamification, including a variety of related concepts to provide a substantiated theoretical background, such as the Mechanics, Dynamics, and Aesthetics Framework, Motivation Theory, Self-Determination Theory, and the Technology Acceptance Model. The second part explains the methodology of the empirical-oriented study, provides an overview of existing research within the field, and demonstrates the research design of quantitative and qualitative methods applied. The third part offers results and an analysis of quantitative surveys and qualitative structured interviews conducted for the purpose of this study. The diploma paper is summarized with conclusions, limitations, and directions for future research in this field. Due to its empirically oriented nature, the results of this study aim to offer recommendations and directions for future research in the field of gamification from the perspective of marketing sciences.