2024
DOI: 10.1108/jbim-01-2024-0007
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Leveraging gamification to enhance persuasive behaviour and streamline online product returns: an approach grounded in multiple case studies

Debadrita Panda,
Sachin Kumar Raut,
Sudhir Rana
et al.

Abstract: Purpose The study identifies barriers all stakeholders face in the returns management process. The pressing issue of online product returns significantly erodes the net profit margins, demanding urgent action. Existing returns management systems are often complex, time-consuming and costly, failing to address this issue effectively. In this regard, persuasive technologies like gamification can effectively influence behaviour and enhance motivation towards reducing return by striking a balance between psycholog… Show more

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