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Keywords: Gamified customer experience
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Journal Articles
International Journal of Retail & Distribution Management (2023) 51 (7): 955–971.
Published: 09 June 2023
...Isabel Kittyma Disse; Marcus Olsson 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...
