Utilizing Gamification in Servicescapes for Improved Consumer Engagement

Utilizing Gamification in Servicescapes for Improved Consumer Engagement

Miralem Helmefalk (Linnaeus University, Sweden) and Leif Marcusson (Linnaeus University, Sweden)
Indexed In: PsycINFO®
Release Date: January, 2020|Copyright: © 2020 |Pages: 319
DOI: 10.4018/978-1-7998-1970-7
ISBN13: 9781799819707|ISBN10: 1799819701|EISBN13: 9781799819721|ISBN13 Softcover: 9781799819714
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Description & Coverage
Description:

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.

Coverage:

The many academic areas covered in this publication include, but are not limited to:

  • Consumer Behavior
  • Digital Marketplace
  • Distance Learning
  • Marketing Ethics
  • Motivational Behavior
  • Online Gaming
  • Sensory Marketing
  • Target Marketing
  • User Engagement
  • Value Creation
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Editor/Author Biographies

Miralem Helmefalk’sresearch explores sensory marketing, retailing, business and branding, environmental psychology, gamification, consumer behaviour, and e-health. A variety of contemporary techniques and technologies are used in experiments. He is recently also interested in gamification and generative adversarial networks for marketing.

Leif Marcusson is Assistant Professor at Linnaeus University, School of Business and Economics. His research interests include project management, decision making, organizational development and digital commerce. He has several years of experience from the IT project management field and from systems and organizational development within Swedish industry e.g. SAAB and public sector e.g. the Swedish national defence and the county council. Besides, he has written textbooks about projects e.g. project planning and project management.

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