experiència, experiencia, experience, experiència del client (CX), experiencia del cliente (CX), customer experience (CX), experiència de marca, experiencia de marca, brand experience, escala de mesura de l'experiència, escala de medida de la experiencia, experience measurement scale, jocs de mòbil, juegos de móvil, mobile gaming, satisfacció del client, satisfacción del cliente, customer satisfaction, Societat de la informació i el coneixement, and 3 - Ciències socials
Abstract
The aim of this thesis is to explore, through seven hypotheses, how companies, thanks to the correct management of brand-related stimuli through brand experience, can align with or improve customer experience to boost their competitive position in the mobile gaming industry. An empirical study (survey-based quantitative approach) was conducted to measure the effects of brand experience on customer experience and on downloads, revenues, and customer satisfaction in the mobile gaming industry, based on the customer experience and brand experience measurement scales of Klaus and Maklan (2012) and Brakus et al (2009). With the results, a structural equations model was built and analyzed. The findings suggest that customer experience has a key role in the differentiation and consequent success of products and services in the mobile gaming industry, and that brand experience is a key component of the overall customer experience, together with product experience and consumption experience. Customer experience also has a high explanatory power of customer satisfaction, which has a high predictive accuracy for the business results (revenues and downloads) of mobile games.
experiència, experiencia, experience, experiència del client (CX), experiencia del cliente (CX), customer experience (CX), experiència de marca, experiencia de marca, brand experience, escala de mesura de l'experiència, escala de medida de la experiencia, experience measurement scale, jocs de mòbil, juegos de móvil, mobile gaming, satisfacció del client, satisfacción del cliente, customer satisfaction, and Information and knowledge society
Abstract
The aim of this thesis is to explore, through seven hypotheses, how companies, thanks to the correct management of brand-related stimuli through brand experience, can align with or improve customer experience to boost their competitive position in the mobile gaming industry. An empirical study (survey-based quantitative approach) was conducted to measure the effects of brand experience on customer experience and on downloads, revenues, and customer satisfaction in the mobile gaming industry, based on the customer experience and brand experience measurement scales of Klaus and Maklan (2012) and Brakus et al (2009). With the results, a structural equations model was built and analyzed. The findings suggest that customer experience has a key role in the differentiation and consequent success of products and services in the mobile gaming industry, and that brand experience is a key component of the overall customer experience, together with product experience and consumption experience. Customer experience also has a high explanatory power of customer satisfaction, which has a high predictive accuracy for the business results (revenues and downloads) of mobile games.
Retro Gamer. January 19, 2023 Issue 242, p74, 4 p.
Subjects
Mobile gaming
Abstract
CHEAP THRILLS BLUE LIGHTNING DEVELOPER: EPYX RELEASE: 1989 Epyx's military-themed shoot-'em-up was the perfect launch game for the Lynx as it instantly highlighted all the elements that made Atari's handheld [...]
Knebel, Margarethe Thaisi Garro, Matias, Thiago Sousa, Lopes, Marcus Vinicius Veber, dos Santos, Priscila Cristina, da Silva Bandeira, Alexsandra, and da Silva, Kelly Samara
International Journal of Behavioral Medicine. October, 2022, Vol. 29 Issue 5, p587, 10 p.
