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Description
This paper examines the application of gamification in customer service within the retail sector, with a specific focus on a grocery store environment. The study is based on an experiment involving 314 respondents and investigates the implementation of gamified service mechanics in the context of fast-moving consumer goods retail. The analysis addresses two main dimensions: the extent to which customers identified the applied game mechanic and their individual evaluation of the service experience.
The main objective of the study is to assess whether the presence and recognition of gamified elements in the service process are associated with a more positive perception of customer experience in a real retail setting. By combining an experimental approach with customer-based evaluation, the paper contributes to the growing academic discussion on gamification as a practical tool for service innovation, customer engagement, and experiential value creation in retail.
The study is particularly relevant in physical retail environments, where customer interaction and service differentiation remain crucial despite the increasing digitalization of commerce. The findings are expected to provide both theoretical insight into the role of gamification in offline retail contexts and practical implications for improving customer interaction and service design in grocery stores.