Exploring the Role of Gamification in Enhancing Customer Participation: A Study of Brand Interaction and Ease of Use in the Saudi Telecom Industry

Document Type : Original Article

Authors

1 Faculty of Business Administration, Saini University, Egypt

2 Department of Human Resources Management, College of Administrative and Human Sciences Buraydah Colleges, Al-Qassim, KSA

3 Associate Professor of Business administration at Department of Marketing and Advertising International Academy for Engineering and media Science

Abstract

Gamification has gained prominence as a strategic tool for enhancing customer engagement in various industries, including telecommunications. This study investigates the role of gamification in fostering customer participation within the Saudi telecommunications sector, with a focus on brand interaction as a mediator and ease of use as a moderator. Grounded in the Technology Acceptance Model (TAM) and Self-Determination Theory (SDT), the research examines how gamified elements—such as rewards, storytelling, and competition—affect customer behavior.
A quantitative survey approach was employed, collecting data from 378 customers of major Saudi telecom providers. The findings indicate that gamification positively influences brand interaction, which subsequently enhances customer participation. Furthermore, ease of use strengthens the link between gamification and brand interaction, suggesting that user-friendly designs are crucial for effective gamification strategies. However, ease of use does not significantly moderate the direct relationship between gamification and participation, implying that while an intuitive interface enhances engagement, other factors drive participation. Additionally, the results confirm that interaction partially mediates the relationship between gamification and participation, underscoring the importance of fostering meaningful brand-customer interactions.
The study contributes to gamification literature by validating the moderating role of ease of use in technology adoption models and providing empirical evidence from a service-based industry. From a managerial perspective, telecom providers should prioritize personalized and interactive gamification experiences, ensure seamless usability, and leverage social engagement mechanisms to sustain customer participation. Future research should explore longitudinal effects of gamification and the integration of emerging technologies such as artificial intelligence and augmented reality to further enhance digital engagement strategies.

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