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Global Customer Engagement Through Gamified Mobile Apps and Virtual Experiences
Abstract
This chapter focuses on customer engagement based on the use of gamified mobile applications and virtual environments across the world while responding to the study's research question of how these technologies improve customer engagement and loyalty. Building on previous research, employing a systematic literature review and analysing case studies, the research investigates latest trends in the use of mobile applications and the impact of gamification in various sectors. Key outcomes show that individual incentives, social comparisons, and virtual environment increase engagement rates, especially with the young audience. The assessment of the given apps also emphasizes the necessity to adapt designs for different cultures and points that there is a constant need for development of new approaches to the process of gamification. Finally, the chapter posits that gamification when incorporated with strategic purpose can enhance the fellowship between customer and business, consequently delivering better results thus, providing a guide for businesses that aim to utilize these tools.
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