What is it about?

This paper aims to develop a validated scale that can help in measuring the gamified e-service quality (GE-SQ) in the e-retailing industry. the present paper aims to expand the literature of gamification in the e-retailing industry, by developing and validating a new scale that can help in understanding GE-SQ in this industry.

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Why is it important?

This research identified GE-SQ as a valid and reliable scale with six dimensions for measuring e-service quality in e-retailing. This finding has made significant academic contributions to the service quality and the retailing literature.


The results extracted 26 items and categorized them to 6 dimensions. “Ease of use”, “reliability”, “emotional appeal”, “interactivity”, “security” and “visual appeal” have been identified as the dimensions of the GE-SQ scale in the e-retailing industry. The validity of the developed scale containing 6 dimensions and 26 items was confirmed.

Dr Majid Mohammad shafiee
Department of Management, Faculty of Administrative Sciences & Economics, University of Isfahan

Read the Original

This page is a summary of: Developing a scale for gamified e-service quality in the e-retailing industry, International Journal of Retail & Distribution Management, January 2023, Emerald,
DOI: 10.1108/ijrdm-06-2022-0181.
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