Gamification in E-banking and E-wallets and Customer’s Loyalty

Truong Hong-Ngoc, Duong Thi Thu Thao, Tran Le Thai Nhu, Vo Thi Khanh Nguyen, Nguyen Thi Tuyet Trinh and Dang Thi Truc Mai

International Journal of Learning and Development, 2024, vol. 14, issue 1, 105-126

Abstract: Gamification is a growing trend that significantly impacts consumer behavior, particularly in the development of gamification software in e-banking and e-wallets. Understanding how gamification affects existing customers is crucial to the success of these applications. To address this, we developed a study proposing a conceptual model that assesses the impact of variables such as gamification, perceived ease of use, perceived usefulness, reward, emotional motivation, benefit motivation, intended use behavior, and customer loyalty. The reward factor indirectly impacts both motivations for customer loyalty. This model can be used by scholars to study technology adoption behavior related to gamification in service industries. The study collected a sample of over 300 Gen Z individuals and used both quantitative and qualitative research methods, including the 5-point Likert scale and software such as SPSS and SMART PLS to analyze the data and test the SEM model. The findings provide valuable insights into the application of gamification as a novel marketing strategy, which can help ensure user loyalty and attract more potential customers, thereby increasing business revenue. Overall, this study contributes to understanding the impact of gamification in e-banking and e-wallets.

Date: 2024
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