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|標題:||Key Design Factors for Increasing Customer Loyalty, Satisfaction, and Recommendation of Mobile Games: A Flow State Model Framework
|關鍵字:||手機遊戲;心流模型架構;顧客忠誠度;顧客滿意度;推薦度;Mobile games;Flow Model Framework;Customers' Loyalty;Customers' Satisfaction;Recommendation||引用:||References 1. Aarts, H., Verplanken, B., and van Knippenberg, A. 'Predicting Behavior from Actions in the Past: Repeated Decision Making or a Matter of Habit?,' Journal of Applied Social Psychology (28:15), 1998, pp. 1355-1374. 2. Anderson, E. W., & Mittal, V. (2000). Strengthening the satisfaction–profit chain. Journal of Service Research, 3, 107–120. 3. Anderson, Eugene W. and Mary W. Sullivan (1993), The Antecedents and Consequences of Customer Satisfaction for Firms.' Marketing Science. 12 (Spring), 125-43. 4. Anderson, Fornell, & Mazvancheryl. (2004). Disentangling the Market Value of Customer Satisfaction: Evidence from Market Reaction to the Unanticipated Component of ACSI Announcements. 5. Arndt (1967, atiop. 190)Word of mouth communication 6. Assael, Henry (1998), Consumer Behavior and Marketing Action. Cincinnati, OH: South-Western 7. 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Because of the development of mobile-game technology this past decade, people can play games on their mobile devices anytime and anywhere. Mobile game developers are trying hard to develop good mobile games, and in the past few years, the mobile game market has become very competitive. As people increasingly play mobile games. However, few studies have investigated the following questions: 1.What factors will influence the players repeating playing, or not? 2. What factors will influence the customers' satisfaction? 3. What factors will influence whether the player would recommend this game to other players, or not?
In this paper, the author used a flow model framework to identify the factors related to customer loyalty, customer satisfaction, and recommendations, regarding mobile games. Personal interaction can be facilitated by providing appropriate goals, richness, and game control; community interaction can be facilitated through appropriate communication places and communication tools.
The results of the data collected from 200 users of mobile game indicate that people continue to play online games, are satisfied and recommend the game to other players if they have optimal experiences (flow state) while playing the games. This optimal experience (flow state) can be achieved if the player has effective personal interaction with the game system. The results of this study can identify the key factor giving players an optimal experience, and allow mobile game developers to understand the key factor of game design, in order to narrow the gap between the customer and the game developers.
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