How Effective Gamified Technics will lead to Customer Engagement?


  • Javaneh Mehran University of Aveiro



gamification, customer engagement (CE), small and medium sized enterprise (SME), information technology (IT)


Gamification approach recently has sparked interest among researchers as a new trend of increasing customer engagement (CE) in business-to-consumer (B2C) contexts. However, there is a dearth of exploratory specifically in Iran Market. This study aims to provide deeper insights into process of customer engagement by analysis of key factors in effectiveness of gamification. In order to achieve this aim, two main research phase were planned:1) detailed literature review on current studies in this scope and 2) Exploratory semi-structured interview with experts of gamification in small and medium enterprise (SMEs) in information technology (IT) industry in Iran. The synthesis of findings identified there are many game mechanics uses in designing games, which three key factors of feedback, gift and challenge have found to be more effective studies that confirm the effectiveness of gamified mechanism in process of CE, in our sample based on gamified engagement mechanism. Implication of this study may help practitioners in developing more effective gamified CE strategies.

How to Cite

Mehran, J. (2021). How Effective Gamified Technics will lead to Customer Engagement? . Eurasian Journal of Economic and Business Studies, 60(2), 5–15.