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Gamification used as a marketing activity to influence the customer journey

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Gamification used as a marketing activity to influence the customer journey

The purpose of this study is to deliver, execute and analyze a gamified marketing activity that influences the specific customer journey of the case company Atzkern – Foto, Video, Design. The theoretical information on the topics of gamification and regarding the customer journey was gathered from secondary data of textbooks, articles and online sources. The required data for the empirical part was conducted using a mixed method approach consisting of benchmarks, a qualitative interview, a quantitative customer survey and the action-based approach. As a result of this thesis the case company is provided with data regarding its customers and their journey. Furthermore, the research results taken from the implementation of the gamified activity may be motivational and educative for future gamified marketing activities.

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