Utilizing Gamification in Servicescapes for Improved Consumer Engagement (Hardcover)

As consumers increase their purchases from online retailers, businesses must find exceedingly innovative ways to increase customer engagement. While online gaming has become increasingly prevalent, motivating customers through the same means has gained greater importance for businesses. Utilizing Gamification in Servicescapes for Improved Consumer Engagement is a pivotal reference source that provides vital research on employing various gamification mechanics to alter and enhance certain behaviors in marketing contexts. While highlighting topics such as online gaming, user engagement, and target marketing, this book is ideally designed for retailers, advertisers, marketers, promotion coordinators, industry professionals, business executives, managers, researchers, academicians, and students seeking current research on bridging servicescapes and marketing literature with gamification.

General

Imprint:	Business Science Reference
Country of origin:	United States
Release date:	2020
First published:	2020
Editors:	Miralem Helmefalk • Leif Marcusson
Dimensions:	279 x 216mm (L x W)
Format:	Hardcover
Pages:	300
ISBN-13:	978-1-79981-970-7
Categories:	Books > Social sciences > Sociology, social studies > Social issues > Consumer issues Promotions
LSN:	1-79981-970-1
Barcode:	9781799819707

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