Main Article Content
Abstract
With the emergence of mobile phones and their wide application, the e-banking sector and mobile payment applications have become popular among users. Mobile payment systems have the potential to become a major, killer application and feature regarding the mobile phone sector (Ghezzi et al., 2014). Increased usage of the mobile payments system is beneficial to both the banker as well as to the customers. The major challenge faced by the organizations in mobile payment applications is to keep the customers engaged and to create a sense of continuous intention to use among them. Gamification, the application of game elements in non-game context is a technique adopted by the marketers in retaining customers. In e-banking, gamification has an exciting role to play in driving valuable customer behaviors, making complex operations easier and enjoyable, generating engagement with new products and building customer loyalty(Rodrigues, Oliveira, & Costa, 2016a). The current study is a literature review to analyze the application of gamification in mobile payment apps which promotes customer engagement and leads to the continuous intention to use. The study analyses the articles published in peer-reviewed journals and explores the importance of gamification techniques in retaining customers. All issues from the last ten years of major journals like Computers in Human Behavior, International Journal of Human-Computer Interaction, Electronic Commerce Research and Applications, Journal of Services Marketing, were comprehensively searched to identify articles reporting research on applications of gamification in retaining customers in e payment applications. Articles were selected for further study whenever the abstract listed gamification and customer engagement as one of the variables.