Gamification in banking: a review, synthesis and setting research agenda

Chauhan, Shilpa; Akhtar, Asif; Gupta, Ashish

doi:10.1108/yc-10-2020-1229

Cited by 16 publications

(12 citation statements)

References 70 publications

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“…In the health context, Sardi et al (2017) systematically (n 5 46) reviewed the literature on e-health from 2000-2015 to identify the main areas of applications of gamification, which are chronic diseases, physical activity and mental health (Sardi et al, 2017). In banking, Chauhan et al (2021) conducted a systematic review (n 5 14) covering up to 2020 to synthesize and integrate extant knowledge. In the tourism and hospitality context, Pasca et al (2021) systematically (n 5 36) reviewed the literature from 2011 to 2019 and presented the main themes describing gamification's role in this industry.…”

Section: Conceptual Background 21 Literature Reviews On Gamificationmentioning

confidence: 99%

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Gamification in the customer journey: a conceptual model and future research opportunities

Silva

Mendes²,

Teixeira³

et al. 2023

JSTP

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PurposeWhile academics and practitioners increasingly recognize the impacts of gamification on customer experience (CX), its role in the customer journey remains undeveloped. This article aims to identify how gamification can leverage each customer journey stage, integrate the findings into a conceptual model and propose future research opportunities.Design/methodology/approachSince CX and customer journey are interrelated concepts, the authors rely on CX research to identify research themes that provide insights to propose the conceptual model. A systematic review of 154 articles on the interplay between gamification and CX research published from 2013 to 2022 was performed and analyzed by thematic content analysis. The authors interpreted the results according to the service customer journey stages and the taxonomy of digital engagement practices.FindingsThis article identified five main thematic categories that shape the conceptual model (design, customer journey stages, customer, technology and context). Gamification design can support customer value creation at any customer journey stage. While gamification can leverage brand engagement at the pre-service stage by enhancing customer motivation and information search, it can leverage service and brand engagement at the core and post-service stages by enhancing customer participation and brand relationships. Moreover, customer-, technology- and context-related factors influence the gamified service experience in the customer journey.Originality/valueThis article contributes to a conceptual integration between gamification and customer journey. Additionally, it provides opportunities for future research from a customer journey perspective.

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Section: Conceptual Background 21 Literature Reviews On Gamificationmentioning

confidence: 99%

“…, 2017). In banking, Chauhan et al. (2021) conducted a systematic review (n = 14) covering up to 2020 to synthesize and integrate extant knowledge.…”

Section: Conceptual Backgroundmentioning

confidence: 99%

Gamification in the customer journey: a conceptual model and future research opportunities

Silva

Mendes²,

Teixeira³

et al. 2023

JSTP

View full text Add to dashboard Cite

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“…4.2.1.2 Gamification Gamification has gained its importance only after 2010. Gamification has found its wide acceptance in the context of healthcare, education, hospitality, etc., but it is in a nascent stage in banking, both in practice and academia (Chauhan et al, 2021). Gamification is conceptualised as the "application of game-like features in non-game context" (Deterding, 2011).…”

Section: The Framework Of Constructs In Customer Experience Used In B...mentioning

confidence: 99%

“…The banking literature is embarking on a shift from adoption frameworks towards examining customer experience (CE) with the technology (Islam, 2020), which is jointly addressed by academicians and practitioners alike attempting to comprehend its impact on satisfaction, loyalty and financial performance (Mbama and Ezepue, 2018; Ashrafpour et al , 2021; Eriksson et al , 2020; Garzaro et al , 2020; Siddik et al , 2015; Liang et al , 2009). This study also addresses the novel concept of gamification, which is in a nascent stage of development yet is tacitly applied to enhance customer engagement in several industries (Abou-Shouk and Soliman, 2021; Chauhan et al , 2021). Gamification literature in banking is mostly in the context of internet banking (Angelina, 2019; Rahi and Abd.…”

Section: Introductionmentioning

confidence: 99%

Customer experience in digital banking: a review and future research directions

Chauhan

Akhtar

Gupta

2022

IJQSS

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Purpose This study aims to demonstrate digital banking’s influence on customers’ evaluation of service experience and develop a framework identifying the most significant variables of digital banking that influence the financial performance of banks. Design/methodology/approach This structured review of literature, guided with the preferred reporting items for systematic reviews and meta-analyses framework, takes a digital banking perspective to identify 88 articles published between 2001 and 2021, examining distinct aspects of digital banking and their impact on financial performance. Findings Customer experience (CE) is determined by functional clues (functional quality, trust and convenience), mechanic clues (website attributes, website design, perceived usability) and humanic clues (customer complaint handling). The study is furthered to combine CE with the service profit chain model. This study also fills the gap to understand the use of “gamification” in technology-driven banking services to enhance CE. Finally, an integrative framework is proposed to link technology-related factors (digital banking clues and gamification), customer-related factors (CE, customer satisfaction and customer loyalty) and performance-related factors (financial performance). Practical implications The study conceptualises a “total” CE framework that banks can use to enhance their online presence. Banking service providers could also analyse their financial results based on digital banking’s impact on customers. Besides, banks can use this framework to strategically place “game-like features” in their digital platforms. Originality/value This study attempts to significantly contribute to the digital marketing literature related to CE with banks. It is one of the first studies to determine gamification explicitly in banking literature.

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“…In the age of gamification and technology, cartoon characters significantly determine consumer attention and purchase behaviour towards the product. Gamification as a phenomenon is gaining acceptance among young generations like GA (Chauhan et al , 2021). This study may further be extended to explore the role of gaming elements and children's engagement through cartoons.…”

Section: Limitations Conclusion and Future Directions Of Researchmentioning

confidence: 99%

Influence of cartoon characters on generation alpha in purchase decisions

Gupta

Kumar

Tewary

et al. 2021

Self Cite

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Purpose This study aims to understand the influence of cartoon characters on the generation alpha (GA) in purchase decision-making, supported by the theory of planned behaviour. Design/methodology/approach Quantitative study was used to collect data from 294 Indian parents on behalf of their children (between 8 and 12 years) using convenience sampling and 20 items Likert scale questionnaire. Partial least squares-structural equation modelling was used to analyse the data and for hypothesis testing. Findings The study shows the favourable impact of cartoon characters to influence the behaviour of GA while making the final purchase decision. The likability was found to be significantly related to the recall, willingness to try/buy. The recall was significantly related to willingness to try/buy and purchase intention. Willingness to try/but was significantly related to purchase intention, but it has no significant relation with the final purchase decision, whereas purchase intention had significant relation with the final purchase decision. Practical implications The study indicates that generating likability for cartoon characters among GA is important. Managers should recognize that although parents make the final purchase decision, however, children play an influential role. Advertisers should plan their communication accordingly. An emotional connection with cartoons can influence GA, which further impacts recall, willingness to try/buy, purchase intention and decision. Originality/value Various studies have been conducted in western countries, but very few studies have been conducted in emerging markets like India, highlighting cartoon characters’ influence on GA’s purchase decision-making, with theoretical underpinnings. The study also explores the importance of GA, an emerging consumer market in today’s digitalized era, which is highly influenced by technological gadgets. It becomes challenging for marketers to promote their products on television to influence GA purchase behaviour.

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Gamification in banking: a review, synthesis and setting research agenda

Cited by 16 publications

References 70 publications

Gamification in the customer journey: a conceptual model and future research opportunities

Gamification in the customer journey: a conceptual model and future research opportunities

Customer experience in digital banking: a review and future research directions

Influence of cartoon characters on generation alpha in purchase decisions

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