Utilizing Gamification in Servicescapes


For Improved Consumer Engagement, Compendium book; Chapter proposal deadline 20 Feb 2019

Call for Chapter Proposals

This publication is anticipated to be released in 2020 with the title "Utilizing Gamification in Servicescapes for Improved Consumer Engagement".

Background of subject

The compendium of writings is intended to shed light on the gamification in servicescape settings, such as in retailing, e-commerce, and all places and spaces where physical and digital gamification may occur.

The book will include 15 fresh pieces (yours potentially being one of them) highlighting different perspectives on gamification in/and servicescapes. The contribution may be conceptual and/or empirical. This book will fill in a void in regards to the novelty in bridging servicescape and marketing literature with gamification. The book would provide new and various perspectives on the matter, regardless being about digital or physical servicescapes. Such as Burgun (2013) emphasize that games has become interwoven in our everyday-life’s, the relevance of employing gamification to engage and motivate consumer becomes of greater importance for businesses. In line with the importance of gamification in marketing, so is the relevance of this book to provide new perspectives in different servicescape contexts.

Huotari and Hamari (2017) and Huotari and Hamari (2012, p. 20) well-cited work, suggests: “Gamification could also be used to expand the servicescape model presented by Bitner in 1992, from physical settings to more abstract constructions”. Furthermore, following the review of Helmefalk and Marcusson (in press), they emphasize the scarceness of such literature and that bridging these together would integrate marketing and gamification a potent theory to further build upon.

If you are interested in this venture, as we hope you are, please take note of the following submission procedure:

Chapters will need to be around 7,000-10,000 words in length, but is possible to be shorter or longer if needed.

Submission Procedure

Researchers and practitioners are invited to submit on or before 20 Feb, 2019, a chapter proposal of 1,000 to 2,000 words clearly explaining the mission and concerns of his or her proposed chapter. Authors will be notified about the status of their proposals and sent chapter guidelines. Full chapters are expected to be submitted by Jun 20, 2019, and all interested authors must consult the guidelines for manuscript submissions at


prior to submission. All submitted chapters will be reviewed on a double-blind review basis. Contributors may also be requested to serve as reviewers for this project. Review results are returned

We, the editors, have a final deadline by Nov 10, 2019.

Note: There are no submission or acceptance fees for manuscripts submitted to this book publication. All manuscripts are accepted based on a double-blind peer review editorial process.

The proposals should be mailed directly to miralem.helmefalk@lnu.se or leif.marcusson@lnu.se

After the proposals have been approved, a link to a submission system will be provided via mail.