客户体验的游戏化：集成框架

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 be