APPROACHES TO ENHANCING CUSTOMER TRUST IN THE ONLINE GAMING MERCHANDISE BUSINESS THROUGH CUSTOMER EXPERIENCE BUILDING WITH THE APPRECIATIVE INQUIRY CONCEPT: AN ILLUSTRATIVE CASE OF ABC GAME STORE

Abstract

The online gaming merchandise business in Thailand has grown rapidly alongside the digital economy, particularly among small-scale operators on social media platforms. However, the intangible nature of digital goods, the inability to verify products before purchase, and the prevalence of online fraud have heightened consumers' perceived risk and become a key barrier to business growth. This conceptual article aims to develop approaches for building customer experience and enhancing customer trust in online gaming merchandise shops by applying the Appreciative Inquiry (AI) concept as a guiding framework, using ABC Game Store—a small-scale operator on Facebook and Discord—as an illustrative case. The article synthesizes literature on customer experience, online trust, perceived risk, and AI, and proposes approaches structured along the 4D cycle: Discover, Dream, Design, and Destiny. Six key drivers are identified: transparency, responsiveness, after-sales engagement, personalized communication, authentic brand presence, and digital asset protection. A Risk-Mechanism Mapping and a Pilot Implementation Scenario for ABC Game Store are presented to demonstrate practical applicability under resource-constrained conditions. The article argues that customer trust in this business context cannot be built through price competition alone, but through positive experiences, transparent processes, and lasting relationships embedded in the gaming ecosystem.

Keywords: Appreciative Inquiry, Customer Experience, Customer Trust, Online Gaming Merchandise Business, Perceived Risk