Analyzing the Effect of Gamification Strategy on Customer's Loyalty (Case Study: Customers of Selected Branches of Isfahan Mellat Bank)

In competitive advantage framework, loyal consumers have the best advantage for organizations; therefore, organizations are looking for a way to retain and keep their customers more loyal than ever before. Gamification is a tool which uses techniques and game elements in non-gaming contexts and it leads to customers’ motivation for voluntary participation in organization desirable activities and ultimately builds loyalty in them. Thus the aim of this research is to investigate the impact of psychological dimension of gamification strategy on customer loyalty. This research is an applied one in terms of objective and descriptive-survey in terms of data collection. Also data collection was carried out using library research and applying a researcher-made questionnaire to confirm the research hypotheses. Statistical population of this research is comprised of the customers of Mellat Bank selected branches in Isfahan city. 325 customers were selected as the sample using random-cluster sampling method. Furthermore, the questionnaire validity and reliability were confirmed using face validity and Cronbach's alpha coefficient, respectively. Moreover, structural equation modeling was used to test the research hypotheses. The results showed that gamification strategy has an impact on customers’ loyalty. Also, all the dimensions of gamification strategy model including perceived usefulness, perceived ease of use, attitude towards using, social influence and behavioral intention have a significant and positive impact on customer’s loyalty. Finally, the mean difference of each constructs has been examined with respect to various demographic variables.