Utilizing Gamification in Servicescapes for Improved Consume ...

Miralem Helmefalk

• 03 januari 2020
• 9781799819714

Samenvatting:

Presents research on employing various gamification mechanics to alter and enhance certain behaviours in marketing contexts. The book features coverage of a wide range of topics, such as online gaming, user engagement, and target marketing.



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.