Dynamic Prices in Retail and Its Impacts on Logistics

Guvenc, Onur; Kazybayeva, Aiman; Abeshev, Kuanysh

doi:10.5220/0009838700002550

Cited by 1 publication

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“…Retail companies have to prepare for the changes in logistics due to dynamic pricing in traditional ways. Retail stores are ensuring the supply chain according to demands (Guvenc et al, 2020). Prior service-related research has demonstrated that gamification is an effective technique for increasing customer loyalty, encouraging positive word of mouth, and increasing engagement with the given service.…”

Section: Gamification and Retail Experiencesmentioning

confidence: 99%

Gamification and customer experience in online retail: a qualitative study focusing on ethical perspective

2022

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This paper aims to investigate the effect of gamification in engaging and motivating consumers for online shopping and also the use of gamification to enhance sales. Moreover, this study has also explored the ethical concerns in gamified marketing. This is a qualitative study to investigate the effect of gamification during online shopping and the ethical issues involved in gamified marketing. Semi-structured interviews with ten gamification experts are conducted and analyzed through NVivo. The themes that emerged from qualitative analysis are the applicability of gamification in online retail, consumer experiences in gamified retail, and ethics and challenges in gamification. Semantic analysis is performed, and as per the viewpoint of the gamification experts, it was found that the perception of ethics in gamification is negative, which shows that there are many unethical practices in gamified marketing. This paper shows that by focusing on every relational aspect of consumer engagement, retailers can build trust and retain their most valuable stakeholdersthe customers, thereby addressing the crucial negative concerns of gamified marketing. This research is one of its types to explore the significant ethical issues that affect consumers in the retail context. The undertaking of this study in an emerging economy adds further insight into gamified retail literature by generalizing the applicability of gamified studies across geographic contexts.

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Section: Gamification and Retail Experiencesmentioning

confidence: 99%