Funology: Taking Fun Seriously in Digital Customer Experiences

Lucinda Rasmussen & Sandra Maria Nogueira Henriksen

Student thesis: Master thesis


This research paper will analyze how funology affects the value of digital customer experiences and why funology has this effect. The researchers will examine how funology can be implemented in digital solution to enhance the value of Gen Z’ digital customer experiences. The digital transformation that has robotized and automatized medial and tedious work and created an insatiable demand for information and entertainment 24/7 has increased the relevance of Funology in today’s digital customer experiences. Generation Z is the first completely digital generation and they expect digital solutions that fulfil their wants, needs and goals through digital experiences that provide autonomy, competence and relatedness. Generation Z is the precursor generation for future digital-savvy generations that “want connectivity: better and easier ways to link up with people, accomplish tasks, have fun – and move on” (Vision Critical, 2016, p.12). They require digital solutions, e.g. self-service technologies and SoMe platforms like YouTube and gamification tools, to be both hedonic and utilitarian in nature. Funology as a construct has the capacity to design and deliver these experiential consumption offerings and create differentiation in businesses. A mixed method analyses, consisting of a quantitative survey, qualitative focus groups and ethnographic observation and experience prototype, was utilized in order to explore the Generation Z’s perceptions of funology. The findings of this research paper highlight the significance of funology and the relationship between learning and value-creating transformational digital customer experiences.

EducationsMSocSc in Service Management, (Graduate Programme) Final Thesis
Publication date2019
Number of pages146