Gamification in Marketing, Increasing Engagement, Interaction, and Customer Retention in Telecommunications Companies
Subject Areas :
Ali Mojtabaei
1
*
,
Majid Fattahi
2
*
1 - Ph.D Student. Department of Business Administration, Sari Branch, Islamic Azad University, Sari, Iran
2 - Department of Business Administration, Faculty of Management, Sari Branch, Islamic Azad University, Sari, IRAN.
Keywords: Gamification, marketing mix, telecommunications companies, customer retention, customer experience.,
Abstract :
Gamification, as an innovative tool in the service industry, emphasizes the experiences of customers and service providers. This study explores its impact on the marketing mix in Iranian telecommunications companies (Hamrah Aval, Irancell, and RighTel). The research is developmental-applied and descriptive-analytical, conducted in 2024–2025 using a mixed-methods approach. Data were collected in two stages. In the first stage, semi-structured questionnaires and expert consultations in telecommunications and marketing were used to develop the initial conceptual model, which was analyzed thematically. In the second stage, the model was tested in selected companies through structured questionnaires and structural equation modeling.
Findings showed that gamification significantly enhances marketing and key performance indicators in Hamrah Aval. Results included a 43% increase in customer feedback, a 27% reduction in product development time, a 56% rise in participation in promotional campaigns, and a 35% improvement in customer perception of service value. It also led to a 22% reduction in operational costs, a 31% decrease in service errors, and a 35% boost in process efficiency.
Overall, gamification not only improves customer experience and loyalty but also strengthens competitiveness, organizational productivity, and cost reduction. Moreover, by influencing marketing mix components such as product, price, promotion, place, process, people, and physical evidence, gamification plays a crucial role in improving service quality, increasing customer interaction, and reinforcing brand identity.
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