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Article
Publication date: 9 June 2023

Isabel Kittyma Disse and Marcus Olsson

Retailers increasingly are using gamification to make the customer experience (CX) more exciting and encourage favourable customer outcomes. This paper aims to conceptualise the…

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Abstract

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.

Details

International Journal of Retail & Distribution Management, vol. 51 no. 7
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 8 February 2022

Isabel Kittyma Disse and Hürrem Becker-Özcamlica

Numerous service organizations involve employees in strengthening customer relationships. While the literature has emphasized the importance of a sustainable market orientation…

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Abstract

Purpose

Numerous service organizations involve employees in strengthening customer relationships. While the literature has emphasized the importance of a sustainable market orientation (SMO) for an organization’s image, it has not explored how employees’ behavior in sustainable service organizations influences the reputational effect. The purpose of this paper is to investigate the impact of SMO-aligned employee behavior on customer attitude and behavior, while considering different SMOs and the role of value-based brand choice.

Design/methodology/approach

The authors conducted a 2 (SMO-aligned vs nonaligned) × 3 (social, environmental or economic SMOs) between-subject, scenario-based experiment with 313 participants to test the hypotheses. A moderated mediation analysis was also conducted.

Findings

The results show that SMO-aligned employee behavior has a positive impact on customers’ trust in contrast with SMO-nonaligned behavior independent of the SMO. The relationship between employee behavior and customer word-of-mouth is mediated by trust. Furthermore, the effect on trust is moderated by value-based brand choice.

Originality/value

This study contributes to employee behavior research by examining the impact of SMO-aligned employee behavior on customer outcomes in sustainable service organizations. Adding to previous research on employee behavior, it further considers the impact of value-based brand choice.

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