Effects of gamification mechanisms on the behaviour of bank customers using credit cards

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Gautam, Prabesh
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Master of Applied Management
Otago Polytechnic
Rajah, Edwin
Alam, Shafiq
Masters Thesis
Ngā Upoko Tukutuku (Māori subject headings)
New Zealand
credit card users
consumer behaviour
customer engagement
Gautam, P. (2022). Effects of gamification mechanisms on the behaviour of bank customers using credit cards. (Unpublished document submitted in partial fulfilment of the requirements for the degree of Master of Applied Management). Otago Polytechnic, New Zealand. https://doi.org/10.34074/thes.5710
RESEARCH QUESTIONS • Which gamification elements are most desired among credit card users in the banking context? • Is there a significant relationship between gamification and customer engagement, satisfaction, and intention? • Does the use of reward points in gamification influence purchasing behaviour among credit card users? ABSTRACT The technique of integrating game design into non-game businesses has received much attention in recent years. Examples include banks that offer points, rewards/benefits, and discounts, usually intending to increase credit card usage and increase customer engagement, satisfaction, and intentions. The purpose of this study is to investigate the effects of the gamification mechanism on the behaviour of bank customers using credit cards. To investigate the hypotheses that gamification influences engagement, satisfaction, and intention on customer purchasing behaviours when using credit cards, an online questionnaire was distributed to 88 participants throughout New Zealand using a convenience sample approach. According to the findings, a higher reward points value in gamification significantly influenced engagement and satisfaction in bank customers to use credit cards while making purchases. However, the findings did not support that gamification affects customer intention. An independent sample t-test was used to analyse the data. The findings contribute to the field of gamification research and encourages banking sectors to consider how they may improve the customer purchase experience by refining the gamification elements into products and services. Further research could be undertaken to determine how much banks and other financial institutions profit by implementing gamification into their products and services.
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