Gamification in customer experience: an integrative framework

Purpose This study aims to provide a systematic and bibliometric analysis of gamification in customer experience, present an integrative framework and suggest directions for future research. Design/methodology/approach This study applies a systematic literature review process and analyzes 134 scientific studies published until 2024, of which 90 are articles, 43 are conference papers and one is a book. Findings The integrative framework mirrors the seven main thematic categories identified (technology, gamification, learning, motivational emotions, gameful experience, engagement and customer behavior). Combined with technology and learning, gamification can impact customers’ emotions, influencing customer experience and increasing engagement, to impact the customers’ behavior toward the brand or within the purchasing process. Originality/value This review maps the past, organizes the existing knowledge about gamification in the context of consumption, proposes an integrative framework and suggests various avenues of research on the theme under study.