Designing a Model to Enhance User Adoption of the Electronic Banking System Using Gamification through Thematic Analysis
Keywords:
thematic analysis, user adoption, electronic banking system, gamificationAbstract
The present study aimed to design a model for enhancing user adoption of the electronic banking system through gamification and to identify the dimensions, components, and indicators influencing user interaction and loyalty in the banking industry. This study was applied-developmental in terms of purpose and descriptive-analytical in terms of methodology. The research population consisted of managers, deputies, and experts in electronic banking at Bank Melli Iran who held at least a doctoral degree and had more than 10 years of managerial experience. Purposive judgmental sampling was employed, and theoretical saturation was achieved after conducting 10 semi-structured interviews. Data were analyzed using thematic analysis and MAXQDA software. Content validity was assessed using CVR and CVI indices, while reliability was confirmed through test-retest, intra-coder agreement, Cronbach’s alpha, and composite reliability, all of which were reported at acceptable levels. The findings revealed that the final model consisted of 10 major dimensions, 35 components, and a set of key indicators related to electronic banking and gamification. The main dimensions included social responsibility, corporate image, trust, service quality, interactive marketing, satisfaction, switching cost, profitability, loyalty, and gamification. Thematic analysis demonstrated that the use of gamification elements such as rewards, competition, social interaction, personalization, goal setting, and entertainment significantly improved user engagement, service quality, user experience, customer trust, and behavioral, attitudinal, and value loyalty. The results also indicated that employing advanced technologies, cybersecurity, data analytics, and personalized services could reduce operational costs and enhance bank profitability. The findings indicated that gamification can serve as a transformative approach in electronic banking by improving customer experience, increasing user satisfaction and loyalty, and creating sustainable competitive advantage. Furthermore, designing an integrated gamification-based model can strengthen continuous customer interaction with digital banking services and enhance user adoption of electronic banking systems.
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