Playing parenting with gamification at Montepio Geral

: how a consumer bank increases customer loyalty by helping parents to educate their children

Abstract

The following dissertation strives to understand whether gamification can influence Montepios’ customer segments Children and Young Professionals towards positive customer loyalty attitudes. With the help of a focus group, financial literacy is identified as an appropriate source to gamifiy and with the help of a 5-step framework for gamification strategies in financial literacy a first game is conceptualized for Montepio. The same game concept is tested towards loyalty attitudes through a survey that is distributed through social media channels and a competing Portuguese consumer bank. The survey is designed around a technology acceptance model (TAM) stating that the perceived usefulness, the perceived ease-of-use and the perceived enjoyment of a technology are positively related to customer loyalty, which is composed by word-of-mouth, future purchase intentions and complaining behavior. A multiple regression analysis tests positively the relationship. Hence, this dissertation concludes that gamification can indeed be a potential source of positive loyalty attitudes for Montepio, depending on the motivations of Montepio’s customers to play such a game. A successful game is always built around the gamer’s motivations to play the game. Therefore, Montepio needs to understand first their target segments’ motivations and choose the right game-mechanics that meet these motivations and create then an engaging game.

Date of Award	2015
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Rute Xavier (Supervisor)