Market-Tržište, Vol. 33 No. 2, 2021.
Preliminary communication
https://doi.org/10.22598/mt/2021.33.2.129
Gamification and Firms Competitiveness: An Analysis of Deposit Money Banks
Powel Maxwell Worimegbe
orcid.org/0000-0002-7239-1253
; Olabisi Onabanjo University
Temitope Mariam Worimegbe
orcid.org/0000-0001-7549-6600
; Redeemers University
Oyinlola Akinyede
; Redeemers University
Abstract
Purpose – This study investigates the influence of gamification on the competitiveness of financial sector companies.
The dimensions of gamification related to financial services are premised on product development, marketing and sales activities, and customer services.
Design/Methodology/Approach – Employing the survey research design, 662 bank employees of Nigerian banks forming the sample took part in the research by filling out structured questionnaires. The partial least square structural equations model was utilised in the analysis of data in the study.
Findings and Implications – The result reveals that gamification dimensions positively affect competitiveness. The findings further indicate that product development, marketing and sales activities, and customer service positively and significantly affect the firm’s competitiveness. The practical implication of this is that deposit money banks should pay attention to gamification to maintain competitiveness. More attention should also be paid to credit sourcing, referrals and lead generation, and selfhelp application in order for firms to achieve and maintain competitiveness.
Limitations – This study examined the gamification impact on competitiveness using the banking sector as a theatre of the study. The study employed non-financial measures of competitiveness in arriving at conclusions.
Originality – The study provides an insight into how gamification can be significantly put into practice in real-
life scenarios and businesses to achieve competitiveness.
Keywords
banking industry; gamification; financial services; firms’ competitiveness; marketing;
Hrčak ID:
270691
URI
Publication date:
12.1.2022.
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