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The effect of gamification in mobile money payment on the social impact of mobile payment and the behavioral results of customers in emerging economies (case study: Bank Mellat branches in Mazandaran province(
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Mohsen Ghanbari serketi1   , Maryam Hafezian *2 |
1- Department of management, Adib Mazandaran Institute of higher education ,Sari, Iran
2- Assistant professor ,Department of Management,Adib Mazandaran Institute of higher education ,Sari, Iran |
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Abstract: (112 Views) |
During the last two decades, the banking industry has experienced drastic changes not only in large industrialized countries, but also in many developing countries. These changes have been formed due to the elimination of rules, creativity and innovation, and globalization. If banks want to maintain their position among many international and local competitors, they must continuously increase the efficiency of their branches. Therefore, the aim of the current research was to explain the impact of mobile payment gamification on creating customer value based on the perspective of social impact theory, which examined the relationship between variables in the form of a causal model. The statistical population of the current research is banking customers of Mellat Bank's mobile phone banking customers in Mazandaran province, whose number is unlimited, and 150 questionnaires were collected from them during non-probability sampling. The data collection tool was the standard questionnaire of Desando et al. (2022). The method of collecting data is field, and for the validity of the questions, the content validity method was used, and for measuring the reliability of the variables, the Cronbach's alpha method was used. Then the data was analyzed using Smart pls software and structural equation model. Finally, the results indicated the confirmation of all research hypotheses. The results have also shown that gamification in mobile payment has the greatest impact on identity with an impact factor (0.65). Also, the results have shown that identity with an impact factor (0.57) has the greatest impact on user participation. Also, the results have shown that compliance with an impact factor (0.53) and (0.43) has the best impact on user satisfaction and loyalty, respectively. It can be said that customer satisfaction is a vital parameter for banks and today all banking channels must have a strategy aimed at achieving high customer satisfaction. This is because improving perceived quality increases customer satisfaction.
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Article number: 5 |
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Full-Text [PDF 537 kb]
(26 Downloads)
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Type of Study: Methodological Article |
Subject:
Monetary Policy, Central Banking, and the Supply of Money and Credit (E5)
Received: 2024/09/20 | Accepted: 2024/12/10 | Published: 2025/03/4
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