Leveraging Gamification to Facilitate Information Sharing in the Service Industry: An Empirical Study

Abstract

Meeting the expectations of customers is vital for service providers. Against this background, we explore the use of gamification to enhance information sharing possibly enabling a better understanding of customers. The study investigates the impact of gamification features on customers' intention to share information, using the hairdressing industry as a case. Results show that gamification is deemed valuable in this context, potentially influencing users to share more information. The research particularly highlights the importance of social- and achievement-related gamification features. The study uses a cross-sectional research design, collecting data from clickworker (n=133) through an online survey. The findings suggest that the implementation of gamification features should be context-specific and strategic, prioritizing features that provide meaningful and engaging experiences for users. The study concludes that gamification is not just about individual elements but creating a cohesive system that integrates users’ needs to ultimately foster service delivery and enhanced customer experiences.