García-Magro, CristinaSoriano-Pinar, Isabel2023-12-192023-12-192020-03García-Magro, C., & Soriano-Pinar, I. (2020). Design of services in servitized firms: gamification as an adequate tool. Journal of Business & Industrial Marketing, 35(3), 575-585.0885-8624https://hdl.handle.net/10115/27466There is a gap in the academic literature about how a servitized company develops its service design process; consumers demand experiences through services; involving consumers in the co-creation of value and co-design of services can guide servitized companies to achieve success with servitization; gamification is an effective tool as a relational marketing strategy. The review of the literature carried out in this paper provides a solid theoretical basis for future researchers in the area of servitization, service design and relational marketing. However, given the conceptual nature of the research, it is necessary to validate empirically the proposed model. The proposed model can be useful as a reference for manufacturing companies to guide their servitization process. The study extends the debate on how to integrate the design of services by presenting a model of development based on gamification. Having knowledge of the end-user is essential throughout the service design process and gamification can be achieved as a HCD technique.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. The present study is a conceptual contribution. Based on the information provided by the academic literature on the design of services, HCD and gamification, the suitability of the proposed model is justified to help the servitized companies to improve the design of their services.engAtribución-NoComercial 4.0 Internacionalhttps://creativecommons.org/licenses/by-nc/4.0/deed.esGamificationHuman-centered designservice designinfo:eu-repo/semantics/article10.1108/JBIM-12-2018-0413info:eu-repo/semantics/restrictedAccess