The psychological and emotional factors of gamification and customer experience. A systematic literature review and future research agenda.

In view of the digitization, it is essential for researchers as well as practitioners to recognize how gamification is creating an impact on customer experiences. However, despite increased scientific interest in the last few years, information about how gamification elements are used to create customer experiences are still inconsistent. Therefore, it's the time to take an account of the previous researches being done and create a basis for upcoming research to establish in this area. This study aims to stimulate discussion through a comprehensive and detailed assessment of 80 articles published between 2000 and 2024. By examining the theories, concepts, properties, and methods (TCCM) used in games and consumers research, our review (1) offers the main commentary and updates on investigation in this area and (2) identifies upcoming research agendas to support the academic research. This literature review identified the quality of literature published over the years. Consequently, it enhances the understanding of this relationship by examining the various kinds of usage and the significance they add to the buying experience. The research has confirmed the significance of gamification and customer experience as a motivating and value-generating element that can be used in a variety of businesses.