The Role of Gamification in Omnichannel Service Systems From the Customer Experience Perspective

Abstract

Ensuring continuity by increasing the satisfaction, loyalty, and experience of existing and new customers is an essential requirement in terms of long-term competition for businesses that offer omnichannel services. In this context, with the growth and spread of digital platforms, social media, and mobile technologies, the use of gamification processes, which are used extensively in service design, in omnichannel service systems comes to the fore. Gamification processes are used extensively in various non-game contexts to create a connection with users, and to influence and improve the behavior of actors in the ecosystem. Gamification, which creates positive and enjoyable experiences for customers through a gaming platform, plays a key role in the interaction between omnichannel customers and businesses operating in this field, who behave very differently from traditional customers. Customers will increase their demand from service providers. When they find service providers that offer the experience they want, they will become more loyal and profitable customers.