HAL (France)
open access
Gamification of the Retail Space with Hybrid-Reality Games : A Customer-to-Customer and Customer-to-Retailer Interaction Perspective
The present doctoral dissertation investigates the impact of gamifying retail locations using hybrid-reality (HR) games upon customer-to-customer interactions (CCI) and the customer-retailer relationship. While the influence of these games has been considered in past literature as a means of generat
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