García-Magro, Cristina; Soriano-Pinar, Isabel - In: Journal of Business & Industrial Marketing 35 (2019) 3, pp. 575-585
Purpose: This paper aim to propose a model of analysis that justifies gamification as an adequate tool to improve the design of services through the human centered design (HCD) methodology. Design/methodology/approach: The present study is a conceptual contribution. Based on the information...