The Critical Factors of Success of Gamification in Digital Banking Services: Using Analytic Hierarchy Process (AHP) Approach

The game elements in serious gamification are well acclaimed and have been experimented with in various contexts, however, the literature seldom noticed any effort to prioritize the gamification elements in the context of digital banking platforms. The current study is written with the purpose to identify, evaluate and prioritize the critical factors of the success of gamification elements in digital banking services, based on the Indian perspective. The study examines critical success factors of gamification elements through a literature review and expert opinion in the banking context. It utilizes analytical hierarchy process (AHP) to arrive at the relative importance of elements using a pair-wise comparison survey instrument. The study evaluates the intensity of criteria, namely assessment, challenge, interactivity, aesthetics, functionality, and control. The survey was conducted, and analysis was done using the AHP approach. The findings identified functionality as the most suitable game element for gamification in digital banking. This study assumes that the criteria for classification of gamification elements are mutually exclusive but in reality, they are overlapping each other particularly in banking context. The study suggests the application of analytical network process (ANP) to mitigate this issue. The study highlights the factors that information technology teams and management of banks must foresee while introducing gamification elements into their digital platform. This study is the first of its kind to acknowledge the significance of elements in the universe of gamification when applied to the banking industry.