Utilizing Gamification in Servicescapes for Improved Consumer Engagement (häftad)
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Format
Häftad (Paperback / softback)
Språk
Engelska
Antal sidor
356
Utgivningsdatum
2020-02-03
Förlag
Business Science Reference
Medarbetare
Marcusson, Leif
Illustrationer
Black & white illustrations
Dimensioner
254 x 178 x 19 mm
Vikt
617 g
Antal komponenter
1
Komponenter
66:B&W 7 x 10 in or 254 x 178 mm Perfect Bound on White w/Gloss Lam
ISBN
9781799819714

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Utilizing Gamification in Servicescapes for Improved Consumer Engagement (häftad)

Utilizing Gamification in Servicescapes for Improved Consumer Engagement

av Miralem Helmefalk, Leif Marcusson
Häftad Engelska, 2020-02-03
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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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Miralem Helmefalk, Leif Marcusson