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.
banking, Mobile applications, Websites, Gamification, customer loyalty, Fun, Motivation,
Banking products, Banking services, Banking industry, Italy.