IDEAS home Printed from https://ideas.repec.org/a/spt/apfiba/v12y2022i3f12_3_1.html
   My bibliography  Save this article

Gamification as a Customer Loyalty Tool. Evidence from the Italian Banking Industry

Author

Listed:
  • Valeria Roncone
  • Manuela Massari

Abstract

Over the last few years, gamification, that is the adoption of gaming techniques in non-gaming contexts, has proved to be a powerful tool for customer loyalty and involvement, in many sectors such as, for example: e-learning, tourism, marketing, eco-sustainability and medical health. The objective of this paper is to focus attention on the Italian banking industry in order to investigate the level of implementation of gamification mechanics within the offer of banking products and services. The use of gamification could represent a good opportunity for banks to strengthen the relationship with customers, making a particularly boring activity enjoyable, just by leveraging emotions and psychological factors (fun and motivation). However, from the analysis of the universe of Italian banks taken into consideration, emerges a sector still little inclined to the assimilation of this approach and in the few cases observed a situation of poor diversification between the techniques of gamification.  JEL classification numbers: G20, G21.

Suggested Citation

  • Valeria Roncone & Manuela Massari, 2022. "Gamification as a Customer Loyalty Tool. Evidence from the Italian Banking Industry," Journal of Applied Finance & Banking, SCIENPRESS Ltd, vol. 12(3), pages 1-1.
    • Handle: RePEc:spt:apfiba:v:12:y:2022:i:3:f:12_3_1
    as

    Download full text from publisher

    File URL: http://www.scienpress.com/Upload/JAFB%2fVol%2012_3_1.pdf
    Download Restriction: no
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Dzandu, Michael D. & Hanu, Charles & Amegbe, Hayford, 2022. "Gamification of mobile money payment for generating customer value in emerging economies: The social impact theory perspective," Technological Forecasting and Social Change, Elsevier, vol. 185(C).
    2. Chih-Wei Lin & Chun-Yu Chien & Chi-Pei Ou Yang & Tso-Yen Mao, 2022. "Encouraging Sustainable Consumption through Gamification in a Branded App: A Study on Consumers’ Behavioral Perspective," Sustainability, MDPI, vol. 15(1), pages 1-14, December.

    More about this item

    Keywords

    Digital banking; Mobile applications; Websites; Gamification; customer loyalty; Fun; Motivation; Banking products; Banking services; Banking industry; Italy.;
    All these keywords.

    JEL classification:

    • G20 - Financial Economics - - Financial Institutions and Services - - - General
    • G21 - Financial Economics - - Financial Institutions and Services - - - Banks; Other Depository Institutions; Micro Finance Institutions; Mortgages

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spt:apfiba:v:12:y:2022:i:3:f:12_3_1. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Eleftherios Spyromitros-Xioufis (email available below). General contact details of provider: http://www.scienpress.com/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.