Diseño de una estrategia de gamificación de procesos de espera para mejorar la experiencia del cliente en la agencia CCI de Banco Pichincha

Abstract

Abstract: This research was conducted with the purpose of designing a gamification strategy applied to waiting processes in order to improve customer experience at the CCI branch of Banco Pichincha. It was based on the understanding that prolonged waiting lines negatively affected customer satisfaction, perceived efficiency, and users willingness to remain in the service environment. A mixed-methods approach was employed, combining qualitative insights gathered through interviews and a focus group with quantitative data obtained from an online survey using a Likert scale to assess the acceptance of the proposal and its perceived usefulness. The results indicated that transforming waiting time into an active experience was perceived as valuable when it combined brief entertainment with useful content. Participants showed particular interest in short micro-missions and low reputational risk rewards. However, critical implementation conditions were also identified, including connectivity issues, the need for downloads, data consumption, privacy concerns, and visual quality. These factors directly influenced customer trust and their intention to use the proposed solution. Based on this evidence, the innovative component was structured as a Progressive Web Application (PWA) accessible through a QR.