The impact of gamification on customer experience in e-banking sector : a conceptual paper

Abstract EN

Gamification is a marketing tool which has been deeply influential in recent years after catching the attention of marketers.

Where, gamification creates a great value for businesses since it encourages the customer through entertainment and intelligent marketing messages (Yang et al.

, 2017).

This study aims to develop a theoretical framework that focuses on investigating the effect of the direct relationship between gamification (as independent variable) and customer experience dimensions in terms of core experience (cognitive, affective, behavioral experience), sensory and relational experience (as dependent variable) in the context of e-banking in Washington DC, United states of America.