Impact of Electronic Servicescape of Online Gaming on Customer Engagement

摘要

Customer engagement today has become crucial in creating stickiness for a brand. The elements of servicescape influences the user of a website to return to the website and get involved. This study examines the servicescape which impacts an online gamer's cognitive and emotional experience through electronic media. The article highlights the important factors such as aesthetics, ambience, spatial layout and functionality, symbols, and artefacts in the online game, and also the engagement of the customer through cognitive and emotional responses. Social interaction and psychological engagement were also found to be important aspect of the electronic servicescape for online gamers. Several implications for marketing strategies is presented in the article for designers like managing colour, design, and image placement so that the website/app is less crowded, easy to navigate, and faster. In an online gaming experience, gamers tend to evaluate cognitive factors in the website and form their behaviours towards investing time and money in the game.