A Quasi-Experimental Investigation of The Moderating Effects of Gamification on The Relationship Between Customer Engagement and New Service Development Process Involvement

Abstract

A significant portion of innovative efforts in business is related to the development of new services. The organizations that provide novel services now have the potential to build closer relationships with customers and also higher growth opportunity than others. Organizations can increase their competitive advantage and enhance their relationship with their customers with new service development. In this research, gamification is considered as a moderating factor that helps boost up customer engagement and intention to be involved in service development process as same as the performance of development process. This research believes that gamification’s element can strengthen up level of customer involvement and level of customer engagement to the service. The quasi-experimental investigation was conducted in three phases, which are; strategic planning, idea generation, and idea screening. To investigate the result, confirmatory factor analysis (CFA) was used as a test method. The result shows that there is a significant association between intention to be involved in NSD process and NSD process involvement in gamification context. In the means time, the strongest impact of gamification in the three phases of new service development is strategic planning phase. In addition, we also found that participants who participate in gamification context will be more engagement and have high intention to be involved in NSD process. This study provides the first steps in findings the ability of gamification in a role of moderator variable to create strong relationship between customer engagement and new service development process involvement. The implications both for academically and for the practitioners are discussed as same as directions for future research are also provided in this research.