Designing a Model for Gamification in E-Service Quality and its Effects on Customer Behaviors in the E-Retailing Industry

Aim and Introduction: In recent years, online channels have rapidly replaced traditional channels, leading to significant growth in shopping and consumption. The annual growth rate has exceeded 18% in the last decade. Gamification has quickly become a trend in service marketing. Gamification is a process of enhancing services by incorporating engaging game experiences. Its purpose is to assist users in creating value within the game. In fact, the use of game design elements (such as points, leaderboards, and badges) in non-game contexts is aimed at promoting user engagement. Many researchers refer to it as the primary goal in this field. Many studies on gamification have focused on the entertainment aspect and customer experience, while neglecting the rational and psychological impacts of gamification on customer behavior, including conflict. While the role and importance of perceived service quality in customer behavior cannot be ignored, the implementation of gamification can enhance service quality in the consumer's perception. Thus, this paper aims to investigate the effect of gamified e-service quality on customer behavioral intention through customer engagement as a mediator in e-retailing.
Methodology: The present research is a mixed-method study. The data for this research were collected in two stages, quantitative and qualitative. In the qualitative phase, a semi-structured interview was conducted to gather the opinions of elites and managers. Using the thematic analysis method, concepts and themes related to the variables were identified and categorized. By studying previous theoretical literature, the research conceptual model and research questions were designed. In the quantitative stage, confirmatory factor analysis was conducted for scale validation, as well as structural equation modeling. The sample population of consumers consisted of users of online retail stores who were non-randomly selected. Quantitative stage data was collected through a questionnaire designed using a 5-point Likert scale. The sample size for confirmatory factor analysis was 549 buyers. The collected data were used for confirmatory factor analysis using SMART PLS 3 software.
Finding: The outputs show that social media use has a positive effect on the market penetration strategy. Furthermore, social media use has a positive impact on customer relationship management. On the other hand, social media use has a direct and significant impact on the market share of knowledge-based firms. Another finding of the study is related to the mediating role of penetration strategy in the market. The results indicate that the market penetration strategy mediates the relationship between social media use and the market share of knowledge-based firms. Finally, the results indicate that the mediating role of customer relationship management in the relationship between social media use and market share of knowledge-based firms is significant.
Discussion and Conclusion: The results of the theme analysis introduced ease of use, reliability, interaction, visual appeal, emotional appeal, and security as dimensions of gamified e-services quality. Among these dimensions of interaction, visual appeal and emotional appeal were identified through thematic analysis. Identified outcomes include customer engagement and behavioral tendencies. According to the results, gamified e-services quality positively affects customer engagement and behavioral intentions. The relationship between customer engagement and customer behavioral tendencies is significant. In addition, customer engagement mediates the relationship between the quality of gamified e-services and customer behavioral tendencies. This study connects gamification to service marketing by exploring gamification as a service system, where game design elements can be viewed as services. Based on this, gamification served as a quality improvement process. Also, this study revealed that the quality of gamified e-services is a multidimensional variable comprising security, interaction, emotional appeal, and visual appeal. Second, investigations on indirect effects also showed that the impact of the quality of gamified e-services on customer behavioral intention is positive and strong through the mediating variable of customer engagement.
Confirming the impact of the quality of gamified e-services on customer engagement demonstrates that the player's participation in the game enhances the overall gaming experience by fostering interaction. This concept is also consistent with the definitions of games, where the player's voluntary commitment and participation are seen as one of the main building blocks of a game. According to service marketing theory, customer engagement with a brand or organization leads to positive performance by encouraging customers to provide feedback and endorse the organization. Gamification can serve as a customer feedback mechanism that establishes a cost-effective and potent channel for attracting and retaining customers. It also aids managers in concentrating on building superior brands in the perception of customers. Collecting and analyzing opinions and feedback from customers can provide companies with the knowledge needed to enhance product quality and development. In line with the results of this research, it was demonstrated that understanding the quality of electronic services can lead to increased customer engagement. Our results assist e-retail managers in identifying customers based on their personality traits. This enables them to focus their marketing efforts accordingly, aiming to capitalize on engaged customers. Service providers should utilize mass media effectively to establish a sense of connection with customers and emphasize the significance of the service to them. They should also continuously interact with customers through social media, where gamification can be implemented to enhance immersion.
These results help companies develop comprehensive and documented plans based on customer satisfaction surveys to understand their opinions about their purchases. Categorize customers based on the number of purchases and purchase frequency. Identify and target loyal customers for incentive programs. Encourage other customers to complete their purchase by gamifying the process.
Based on the results obtained from the model, retail companies can design and formulate a strategic document to enhance the customer journey by incorporating gamification elements. This includes fostering team building and communication between retailers and users, as well as considering personal identity characteristics. By doing so, companies can predict customer behaviors and influence their behavioral tendencies through gamification. Improving managers' understanding of customer expectations will help them respond quickly and effectively to the needs of customers who access and use the website. Meanwhile, game dynamics and mechanics should be used to create conflict and persuade customers to enhance their engagement.