Impact of Electronic Servicescape of Online Gaming on Customer Engagement

Impact of Electronic Servicescape of Online Gaming on Customer Engagement

Abhisek Dutta (NIIT University, Neemrana, India)
Copyright: © 2020 |Pages: 15
DOI: 10.4018/JECO.2020040104
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Customer engagement today has become crucial in creating stickiness for a brand. The elements of servicescape influences the user of a website to return to the website and get involved. This study examines the servicescape which impacts an online gamer's cognitive and emotional experience through electronic media. The article highlights the important factors such as aesthetics, ambience, spatial layout and functionality, symbols, and artefacts in the online game, and also the engagement of the customer through cognitive and emotional responses. Social interaction and psychological engagement were also found to be important aspect of the electronic servicescape for online gamers. Several implications for marketing strategies is presented in the article for designers like managing colour, design, and image placement so that the website/app is less crowded, easy to navigate, and faster. In an online gaming experience, gamers tend to evaluate cognitive factors in the website and form their behaviours towards investing time and money in the game.
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This study investigates the relationship among stimuli from the environment, organisms' internal responses, and behavioural responses in online gaming. The stimulus-organism-response theory (S-O-R theory) brings in the relationship amongst a stimulus, an organism, and a response. A stimulus is an environment like in case of online gaming the environment could be primarily one of the three types: Browser-based, App based or Offline (KPMG, 2017). An organism here would be a gamer in the environment (browser/ app or offline) and a response is a behaviour which results from the environment. Stimulus on which prior research has taken place in the field of marketing consists of music, lighting, smell, design, cleanliness, spatial arrangement, colour and congestion. An organism responds internally to such a stimulus and these responses include the experience of varied human emotions resulting in evaluations of product quality, price, etc. Bitner (1992), based on S-O-R theory, measured the impact of servicescape on internal responses like cognition and emotion which further results in approach or avoidance behaviour. The impact of online servicescape using the S-O-R theory has been researched by Kim and Koh (2007) which provided the groundwork for further empirical investigation. The components of online servicescape directly affect the cognitive and emotive responses of a human who may either purchase, revisit or demonstrate an intention to stay.

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