University of Twente Student Theses
A New Reality for Customers? Understanding the Impact of Aspects of Alternate Reality Games on the Valence of Customer Experience
Rempe, Konrad (2024) A New Reality for Customers? Understanding the Impact of Aspects of Alternate Reality Games on the Valence of Customer Experience.
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Abstract: | Gamification has gained increasing traction within the realm of customer experience due to its benefits in captivating and motivating people. While video games have developed new engaging genres, such as alternate reality games, we have little knowledge on how elements of these new games can be used within gamification and their influence on the customer experience. In response, this paper addresses how the aspects of ARGs impact the valence of CX. Of the underlying aspects of ARGs, “pervasive gaming”, “communities”, “stories in pieces”, and “interactivity” were shown to impact the valence of any customer experience positively, while pretending “this is not a game” has a negative impact. This study contributes to CX research by revealing the relationship between the aspects of ARGs and their impact on CX valence and supporting previous findings. This paper establishes a new avenue within ARG research, focusing less on ARGs as a whole and more on the underlying aspects. Finally, this study develops a roadmap for companies and managers aiming to use these aspects effectively while avoiding dangers and ethical issues. These findings strongly support the implementation of a customer‐centric marketing approach, using agile project management practices, and focusing on clear, honest brand images. |
Item Type: | Essay (Master) |
Faculty: | BMS: Behavioural, Management and Social Sciences |
Subject: | 85 business administration, organizational science |
Programme: | Business Administration MSc (60644) |
Link to this item: | https://purl.utwente.nl/essays/100282 |
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