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Gamifying the digital shopping experience: games without monetary participation incentives increase customer satisfaction and loyalty

2020-08 , Bauer, Johannes Christian , Linzmajer, Marc , Nagengast, Liane , Rudolph, Thomas , D'Cruz, Elena

Purpose Many marketplace examples suggest that using gamification in the online retail shopping context boosts sales and positively affects customer loyalty. Nevertheless, more research is needed to understand the effects of digital games on consumer behavior and their underlying psychological mechanisms. Therefore, this article explores how combining games and monetary rewards impacts customer satisfaction, loyalty and word-of-mouth (WOM) intentions. Design/methodology/approach To test our hypotheses, we designed two online laboratory experiments to stimulate an online shopping situation, as gamification in online retailing has the potential to affect an important set of outcomes for service firms throughout the consumer decision process (Hofacker et al., 2016). Findings The results of two lab experiments demonstrate that playing a shopping-related game without monetary participation incentive positively influences all three relational outcomes because games enhance consumers' enjoyment of the overall shopping experience. However, our findings also show that monetary rewards used to incentivize game participation diminish these effects. Gamification loses its positive effects if games are combined with monetary rewards, as consumers no longer play games to derive inherent enjoyment, but rather the extrinsic motivation of receiving a discount. We draw managerial implications about how 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 in order to receive the discount. Focusing on an online shopping context, this article contributes to research on motivation by providing new and more nuanced insights into the psychological process underlying the gamification effects on consumer' long-term attitudes (i.e. satisfaction) and relational behaviors (i.e. positive WOM and loyalty) toward a retailer. Practical implications Based on our findings, we provide recommendations for marketers that explain how gamification can be a profitable and efficient tool to foster strong customer relationships. Retail managers should use gamification as a less costly alternative to typical price discounts. Originality/value Two laboratory experiments investigate how the separate and combined use of games and price discounts affects consumers' satisfaction, positive WOM intentions and loyalty. Playing a shopping-related game increases satisfaction with the retailer and positive WOM intentions as well as loyalty. Monetary rewards used to incentivize game participation eliminate the positive effects of gamification.

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Preis-Promotion-Framing : Ein Überblick zum Stand der Forschung

2010-03 , Rudolph, Thomas , Bauer, Johannes C. , Steiner, W. J.

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When Desire Is Stronger Than Debt Aversion : Enticing Consumers With Interest-Free Financing Deals

2012-06-29 , Bauer, Johannes C. , Morwitz, Vicki G. , Rudolph, Thomas

Slogans such as "Buy Now, Pay Later" or "Same as Cash Financing" are found at many retailers and for a wide variety of products (cars, furniture, toys, jewelry, consumer electronics etc.). Despite the popularity of interest-free promotional tools, academic research on them is lacking. Therefore, this research investigates consumers' reactions to interest-free financing deals and shows that evaluative judgments, emotions, behavioral intentions (purchase and financing intentions), and product choices depend on (1) consumers' personal financial situation, (2) how the interest-free deal is framed, and (3) consumers' impulsivity.

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Lebensmittel

2008 , Rudolph, Thomas , Bauer, Johannes C. , Rudolph, Thomas

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What Constitutes a ‘‘Good Assortment''? A Scale for Measuring Consumers' Perceptions of an Assortment Offered in a Grocery Category

2012-01-01 , Bauer, Johannes C. , Kotouc, Alexander J. , Rudolph, Thomas

This research investigates how consumers form subjective judgments of what constitutes "a good grocery assortment". By conducting three exploratory focus groups and a field study, we develop a multi-item scale that reflects consumers' cue utilization processes in forming perceptions of a grocery assortment. Our findings suggest that consumers use only a limited number of informational cues to form perceptions about four higher-level assortment dimensions: (1) the assortment's pricing, (2) its quality, (3) its variety, and (4) its presentation. In line with the attitude theory, we found that consumers integrate these higher-level assortment dimensions into a summary evaluation of the grocery category's attractiveness. Accordingly, we derive the grocery assortment perception (GAP) scale as a second-order construct composed of four first-order factors. Significant positive relationships between the GAP scale and customer satisfaction as well as loyalty intentions provide empirical support for the scale's predictive ability and nomological validity. In the last section of this article, we discuss how the GAP scale will support category managers in their assortment decisions and provide directions for further research.

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Retailing in Switzerland - Player, Strategies and Developments

2009-11-18 , Morschett, Dirk , Rudolph, Thomas , Bauer, Johannes C. , Donath, Annett , Meise, Niklas

Retailing in Switzerland differs significantly from its European neighbours. The major reasons for these differences are trade-barriers, governmental regulations and certain consumer specifications.This paper introduces the main players in the Swiss grocery and non-food retail market. It shows current developments of concentration and market entrance of foreign retailers. As the Swiss retail market is highly saturated, there is little room for expansion within Switzerland. The consequent responses in the grocery sector are increasing competition between the established Swiss players and German hard discount retailers; vertical expansion into the production level of the food industry; and slight internationalisation tendencies. With the grocery sector being protected by trade barriers, the paper further presents the situation in non-food retailing, which is open to European competitors. Consequently, foreign players are much more present and stronger in the non-food sector.

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When Desire Is Stronger Than Debt Aversion: Enticing Consumers With Interest-Free Financing Deals

2012-11-29 , Bauer, Johannes C. , Morwitz, Vicki G. , Rudolph, Thomas

Slogans such as "Buy Now, Pay Later" or "Same as Cash Financing" are found at many retailers and for a wide variety of products (cars, furniture, toys, jewelry, consumer electronics etc.). For example, Apple offers interest-free financing for 12 (6) months on purchases of US$999 and above (

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Die Rolle der Kunden im Category Management : Ein Einblick in die mentalen Denkstrukturen von Category Managern

2010-08-01 , Rudolph, Thomas , Bauer, Johannes C. , Nagengast, Liane , Einhorn, Martin

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When Desire Is Stronger Than Debt Aversion : Enticing Consumers With Interest-Free Financing Deals

2012-02-16 , Bauer, Johannes C. , Morwitz, Vicki G. , Rudolph, Thomas

Slogans such as "Buy Now, Pay Later" or "Same as Cash Financing" are found at many retailers and for a wide variety of products (cars, furniture, toys, jewelry, consumer electronics etc.). Despite the popularity of interest-free promotional tools, academic research on them is lacking. Therefore, this research investigates consumers' reactions to interest-free financing deals and shows that evaluative judgments, emotions, behavioral intentions (purchase and financing intentions), and product choices depend on (1) consumers' personal financial situation, (2) how the interest-free deal is framed, and (3) consumers' impulsivity.

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Wie ist die Akzeptanz von Serviceinnovationen?

2010 , Rudolph, Thomas , Sohl, Timo , Hoedl, Jasmin , Bauer, Johannes C. , Rudolph, Thomas