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portada Utilizing Gamification in Servicescapes for Improved Consumer Engagement
Type
Physical Book
Publisher
Author
Language
English
Pages
356
Format
Paperback
Dimensions
25.4x17.8x1.9 cm
Weight
0.62 kg.
ISBN13
9781799819714
Categories

Utilizing Gamification in Servicescapes for Improved Consumer Engagement

Helmefalk, Miralem ; Marcusson, Leif (Author) · Business Science Reference · Paperback

Utilizing Gamification in Servicescapes for Improved Consumer Engagement - Helmefalk, Miralem ; Marcusson, Leif

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Synopsis "Utilizing Gamification in Servicescapes for Improved Consumer Engagement"

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.

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The binding of this edition is Paperback.

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