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Keywords: Price discounts
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Journal Articles
Journal:
Journal of Service Management
Journal of Service Management (2020) 31 (3): 563–595.
Published: 20 August 2020
... gamification effectively and profitably fosters strong customer relationships and thus increases customer lifetime value and equity. Research limitations/implications This research is the first to investigate the combined effects of gamification and price discounts that require consumers to play the game...
