Gamification for servitization

Victor G. Shi, Panagiotis Petridis, Tim Baines, Howard Lightfoot

Research output: Chapter in Book/Published conference outputConference publication


The study described in this paper has set out to explore gamification from a servitization perspective to understand the opportunities and research challenges. A systematic literature review has been conducted to capture key characteristics of differing forms of gamification processes in a servitization context. The findings of our study focus on two area: (1) structural, organization’s physical bricksand-mortar attribute and (2) infrastructural, policies and practices in how structural aspects of servitization are to be managed. Six key findings are presented and collectively these contribute to our understanding of the broader gamification technologies that can help to transform servitization. The contribution of our research is twofold. First it captures a set of theoretical framework for analysing gamification in servitization context. Second, it provide an in-depth roadmap in how gamification can be applied to target major challenges in servitization.
Original languageEnglish
Title of host publicationGrowth through servitization
Subtitle of host publicationdrivers, enablers, processes and impact (SSC2014) : proceedings of the Spring Servitization Conference
EditorsTim Baines, Ben Clegg, David Harrison
Place of PublicationBirmingham (UK)
PublisherAston University
Number of pages7
ISBN (Print)978-1-85449-472-6
Publication statusPublished - May 2014
EventSpring Servitization Conference 2014 - Aston University, Birmingham, United Kingdom
Duration: 2 May 201414 May 2014


ConferenceSpring Servitization Conference 2014
Abbreviated titleSSC2014
Country/TerritoryUnited Kingdom

Bibliographical note

© Aston Business School

Funding: EPSRC Grants Ref EP/K014064/1, EP/K014072/1, EP/K014080/1
‘Transforming the adoption of Product - Service Systems through innovations in applied gaming technology


  • servitization
  • gamification
  • operations management


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