Using gamification to transform the adoption of servitization


Increasingly, manufacturing organizations compete by developing product-service systems rather than offering products alone. To transform themselves into providers of advanced services, however, product-centric manufacturing firms need to overcome a range of barriers. While previous studies have highlighted the teaching/learning potential of 'gamification' (the use of ideas and techniques found in game-playing), the opportunities to harness this approach to help tackle such barriers have yet to be fully realized. Our study extends the debate by integrating established frameworks relating to emotional mechanics of gamification with the adoption of advanced services, arguing that such mechanics can facilitate and strengthen companies' transformation into advanced-service providers. Based on a systematic analysis of nearly 90 selected publications, we develop six conceptual propositions to explore how gamification can aid the transformation process. Our findings will help both practitioners and researchers apply emotional mechanics of gamification when seeking to address different hurdles hindering the development and provision of advanced services.

Publication DOI:
Divisions: College of Business and Social Sciences > Aston Business School > Operations & Information Management
College of Business and Social Sciences > Aston Business School > Advanced Services Group
College of Business and Social Sciences > Aston Business School
Additional Information: © 2016 The Author(s). Published by Elsevier Inc. This is an open access article under the CC BY license ( Funding: EPSRC Grants Ref EP/K014064/1, EP/K014072/1, EP/K014080/1.
Uncontrolled Keywords: advanced-service transformation,emotional mechanics,gamification,servitization,Marketing
Publication ISSN: 1873-2062
Last Modified: 12 Jun 2024 07:14
Date Deposited: 07 Mar 2017 10:25
Full Text Link:
Related URLs: http://www.scop ... tnerID=8YFLogxK (Scopus URL)
https://www.sci ... 3431?via%3Dihub (Publisher URL)
PURE Output Type: Article
Published Date: 2017-05-01
Published Online Date: 2017-01-15
Accepted Date: 2016-12-20
Submitted Date: 2015-03-25
Authors: Shi, Victor Guang
Baines, Tim (ORCID Profile 0000-0002-7518-2967)
Baldwin, James
Ridgway, Keith
Petridis, Panagiotis (ORCID Profile 0000-0003-3593-8261)
Ziaee Bigdeli, Ali (ORCID Profile 0000-0002-8128-0918)
Uren, Victoria (ORCID Profile 0000-0002-1303-5574)
Andrews, Daniel (ORCID Profile 0000-0001-8347-0267)



Version: Published Version

License: Creative Commons Attribution

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