Can gamified e-service quality improve customer value co-creation and relationship quality in e-retailing?

IF 3.4 Q2 MANAGEMENT

International Journal of Quality and Service Sciences Pub Date : 2024-03-18 DOI:10.1108/ijqss-08-2023-0120

Reihaneh Alsadat Tabaeeian, Majid Mohammad Shafiee, Azarnoush Ansari

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引用次数: 0

Abstract

Purpose

This paper aims to investigate the effect of gamified e-service quality (GE-SQ) on customer value co-creation, relationship quality and purchase intention in e-retailing.

Design/methodology/approach

A questionnaire was used to collect data from a sample of 549 e-retailing customers who participated in a gamified online service process. A structural equation modeling approach was adopted to analyze the model.

Findings

The empirical evidence confirmed that GE-SQ encouraged customer value co-creation behavior and relationship quality. Customer value co-creation and relationship quality led to higher purchase intention. Also, value co-creation and relationship quality partially mediated the relationship between GE-SQ and purchase intention.

Originality/value

The findings increase our knowledge of GE-SQ and its behavioral consequences. Moreover, the study proposes and validates a theoretical framework based on GE-SQ, value co-creation and customer relationship quality. This study provides insight into using gamification as a practical tool in the e-retailing industry.

查看原文本刊更多论文

游戏化电子服务质量能否改善网络零售中的客户价值共创和关系质量？

目的本文旨在研究游戏化网络服务质量（GE-SQ）对网络零售中顾客价值共创、关系质量和购买意向的影响。研究结果实证证实，GE-SQ鼓励了顾客价值共创行为和关系质量。顾客价值共创和关系质量导致了更高的购买意向。此外，价值共创和关系质量还在一定程度上调节了 GE-SQ 与购买意向之间的关系。此外，本研究还提出并验证了一个基于 GE-SQ、价值共创和客户关系质量的理论框架。本研究为将游戏化作为网络零售行业的实用工具提供了启示。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Quality and Service Sciences MANAGEMENT-

CiteScore

6.00

自引率

7.70%

发文量

期刊介绍： The International Journal of Quality and Service Sciences seeks to explore various aspects of quality and services as closely interrelated phenomena in the context of ongoing transformation processes of organizations and societies. Thus the journals'' scope is not limited to micro perspectives of organizational and management related issues. It seeks further to explore patterns, behaviors, processes, mechanisms, principles and consequences related to quality and services in a broad range of organizational and social/global processes. These processes embrace cultural, economic, social, environmental and even global dimensions in order to better understand the past, to better diagnose the current situations and hence to design better the future. The journal seeks to embrace a holistic view of quality and service sector management and explicitly promotes the emerging field of ‘quality and service sciences’.The journal is an open forum and one of the main channels for communication of multi- and inter- disciplinary research and practices.