Utilizing Gamification in Servicescapes for Improved Consumer Engagement (Hardcover) (ISBN-13: 9781799819707)

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.

Author: Miralem Helmefalk
ISBN-10: 1799819701
ISBN-13: 9781799819707
Publisher: Business Science Reference
Language: English
Published: 01/03/2020
Pages: 300
Format: Hardcover
Weight: 1.83lbs
Size: 10.00h x 7.00w x 0.81d