Helmefalk & Marcusson (2019): A Servicescape Gamification Framework

Helmefalk & Marcusson (2019): A Servicescape Gamification Framework

Description

This framework focuses on gamification within “servicescapes,” which comprise the environments within which products or services are offered and the associated consumers and service providers.

The framework distinguishes the two interrelated layers of (1) gamification and its effects for consumers and (2) marketing considerations. The move from gamified mechanics (either visible, non-visible, or platform-dependent) to gamification mediators (e.g., cognition and emotion) to gamification outcomes (e.g., consumer behavior and loyalty) reflects a move from stimuli to the organism receiving them (i.e., a consumer) to that organism’s response.

Key source(s) for the framework