Gamification impact on customer relationship development in virtual environment
Collection:
Mokslo publikacijos / Scientific publications
Document Type:
Knygos dalis / Part of the book
Language:
Anglų kalba / English
Title:
Gamification impact on customer relationship development in virtual environment
In the Book:
Strategic customer relationship management in the age of social media. Hershey, Pa.: Business Science Reference, 2015. P. 108-128. (Advances in marketing, customer relationship management, and e-services (AMCRMES) book series)
Summary / Abstract:
ENThe chapter analyzes gamification conception presenting different perspective towards gamification. Game elements, game mechanics and game dynamics are discussed within the chapter as a main component gamification. Customer relations development stages are presented analyzing acquisition, retention and enchantment stages. The proposed conceptual model describes game elements impact on customer relations development and perceived value. The proposed model empirical validation results in Lithuania market are discussed.
DOI:
10.4018/978-1-4666-8586-4.ch007
ISBN:
9781466685864
ISSN:
2327-5502; 2327-5529
Subject:
Permalink:
https://www.lituanistika.lt/content/80070
Updated:
2022-01-09 16:18:10
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