Purpose

Retailers increasingly are using gamification to make the customer experience (CX) more exciting and encourage favourable customer outcomes. This paper aims to conceptualise the gamified customer experience (GCX), including relevant affordances, and investigate its effects on key customer outcomes, as well as its influential factors.

Design/methodology/approach

The authors conducted a qualitative interview study with retail customers and gamification experts, plus a scenario-based experiment to test the hypotheses.

Findings

Five distinct affordances induced by game elements in retail have led to a more exciting CX. The connections between these affordances and the holistic CX have led to a GCX that influences customer engagement, satisfaction and brand attitude. This effect is dependent on different factors, e.g. retail brand personality, customers' shopping motivation and fear of manipulation.

Originality/value

This study contributes to retail research by conceptualising the GCX phenomenon and providing a summary of relevant affordances. It further provides insights into the GCX's effects on customer outcomes and influential factors, some of which have been ignored in previous research.

中文翻译：

---

揭示零售环境中的游戏化客户体验

目的

零售商越来越多地使用游戏化来使客户体验 (CX) 更加令人兴奋，并鼓励有利的客户结果。本文旨在概念化游戏化客户体验 (GCX)，包括相关的可供性，并调查其对关键客户结果的影响及其影响因素。

设计/方法/途径

作者对零售客户和游戏化专家进行了定性访谈研究，并进行了基于场景的实验来检验假设。

发现

零售业中由游戏元素引发的五种不同的可供性带来了更令人兴奋的 CX。这些可供性与整体 CX 之间的联系导致了影响客户参与度、满意度和品牌态度的 GCX。这种影响取决于不同的因素，例如零售品牌个性、顾客的购物动机和对操纵的恐惧。

原创性/价值

本研究通过将 GCX 现象概念化并提供相关可供性的总结，为零售研究做出了贡献。它进一步深入了解了 GCX 对客户结果和影响因素的影响，其中一些在以前的研究中被忽略了。