Utilizing Gamification in Servicescapes for Improved Consumer Engagement (Paperback)

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:	February 2020
Editors:	Miralem Helmefalk • Leif Marcusson
Dimensions:	279 x 216mm (L x W)
Format:	Paperback
Pages:	356
ISBN-13:	978-1-79981-971-4
Categories:	Books > Business & Economics > Economics > General Books > Computing & IT > Computer programming > General Books > Social sciences > Sociology, social studies > Social issues > Consumer issues Books > Business & Economics > Business & management > Sales & marketing > Market research Books > Computing & IT > Applications of computing > Image processing > General Promotions
LSN:	1-79981-971-X
Barcode:	9781799819714

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