Use of gamification mechanisms in shared mobility services for marketing purposes – literature review

Wykorzystanie mechanizmów grywalizacji w usługach mobilności współdzielonej w celach marketingowych – przegląd literatury przedmiotu

The role of information technology in various areas of the economy and life has been growing rapidly in recent years. Mobile applications are used not only to support the use of products and services, but also, increasingly, for communication and customer relationship management. One of the marketing tools that are becoming ever more popular in mobile applications are gamification mechanisms, the purpose of which is to increase consumer involvement, strengthen their brand loyalty or increase the frequency of purchasing products or services. The aim of the article is to identify the current state of knowledge about the intersection of gamification and shared mobility from marketing perspective, and to identify which gamification mechanisms are applied by shared mobility service operators to manage their relationships with consumers. The authors carried out an analysis of the literature on the intersection of shared mobility and gamification. The results indicate that points, badges, quests and feedback are used most often; narration, visualized progression, levels and ratings are less popular, whereas leaderboards and gifts are the least popular. Analysis reveals that gamification mechanisms can be an effective marketing tool in various shared mobility systems, including public transport, but they must be appropriately selected for a specific mobility platform and coherently linked to the reward system.

W ostatnich latach rola technologii informatycznych w różnych obszarach gospodarki oraz życia gwałtownie rośnie. Aplikacje mobilne wykorzystywane są nie tylko do obsługi produktów oraz korzystania z usług, ale także, w coraz większym stopniu, do komunikacji oraz zarządzania relacjami z klientem. Jednym z narzędzi marketingowych wykorzystywanych coraz częściej w aplikacjach mobilnych są mechanizmy grywalizacji, których celem jest zwiększenie zaangażowania konsumentów, wzmocnienie ich przywiązania do marki lub zwiększenie częstotliwości zakupu produktów lub usług. Celem artykułu jest rozpoznanie obecnego stanu wiedzy na temat grywalizacji w usługach mobilności współdzielonej oraz identyfikacja mechanizmów grywalizacji, które wykorzystywane są przez operatorów usług mobilności współdzielonej do zarządzania relacjami z konsumentami. Autorzy przeprowadzili analizę literatury przedmiotu, dotyczącą skrzyżowania mobilności współdzielonej i grywalizacji. Wyniki wskazują, że najczęściej wykorzystywane są punkty, odznaki, questy oraz feedback, mniej popularne są narracja, zwizualizowana progresja, poziomy oraz ratingi, a rzadko stosowane są tabele wyników i prezenty. Analiza wskazuje, że mechanizmy grywalizacji mogą być skutecznym narzędziem marketingowym w różnych systemach mobilności współdzielonej, włącznie z transportem publicznym. Muszą być jednak odpowiednio dobrane do konkretnej platformy mobilności oraz spójnie powiązane z systemem nagradzania.

 

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