Enhancing Customer Engagement and Loyalty through Gamification Strategies in Boutique SME Retail in Dhaka and Chattogram: An Empirical Study

Author(s)	Chowdhury Fariha, S. M. Tahmidul Islam, Naimur Rahman
Country	Bangladesh
Abstract	The problem for boutique merchants is keeping clients and establishing long-term relationships in a competitive and changing economy. Incorporating game mechanics, including reward points, badges, leaderboards and challenges, into customer encounters, increases emotional and behavioral engagement. The present empirical study is a mixed method research with a survey data obtained from the clients of boutique SMEs and interview with the store owners/managers in Dhaka and other major urban locations. The results show that gamification has a considerable impact on repeat purchase behavior, brand advocacy and emotional attachment to the company, especially for young, tech-savvy consumers. The report also identifies the most effective design features that attract Bangladeshi consumers and offers strategic suggestions for boutique SMEs to adopt low-cost gamification techniques. Finally, the study contributes to the growing literature on digital customer relationship management and provides practical implications to boost the competitiveness in the retail SME sector of Bangladesh.
Keywords	SMEs, Boutique retailer, Gamification strategies, Loyalty programs, Customer satisfactions
Field	Business Administration
Published In	Volume 8, Issue 5, September-October 2026
Published On	2026-10-01
DOI	https://doi.org/10.36948/ijfmr.2026.v08i05.88558

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