Gamification of mobile money payment for generating customer value in emerging economies: The social impact theory perspective

Dzandu, M.D., Hanu, C. and Amegbe, H. 2022. Gamification of mobile money payment for generating customer value in emerging economies: The social impact theory perspective. Technological Forecasting & Social Change. 185 122049. https://doi.org/10.1016/j.techfore.2022.122049

TitleGamification of mobile money payment for generating customer value in emerging economies: The social impact theory perspective
TypeJournal article
AuthorsDzandu, M.D., Hanu, C. and Amegbe, H.
Abstract

This study develops and tests an integrated model of the social impact and customer value theories to understand how gamification of mobile money payment could generate customer value through its social impact. Cross-sectional data were collected from 567 mobile money payment users in Ghana to test twelve hypotheses using structural equation modelling (SEM). The study showed a positive and significant relationship between the gamified mobile money payment (Gmmp) and the social impact theory constructs, and consequently with the customer value propositions. The Gmmp was found to have a significantly positive relationship with all three social impact constructs of internalisation, compliance, and identification. However, compliance was significantly predictive of all the customer value constructs (customer engagement, satisfaction, and loyalty); identification was significantly predictive of satisfaction and loyalty; internalisation was not significantly predictive of any of the customer value outcomes. The results show that Gmmp could create a substantial social impact on users to generate value for the customer and all service providers within the mobile money ecosystem. The results have implications for technology innovations, particularly the potential use of gamification at all customer touchpoints in the mobile money and financial technology services delivery value chain.

KeywordsGamification, mobile money payment, FinTech, social impact, customer value, mobile app, marketing outcomes.
Article number122049
JournalTechnological Forecasting & Social Change
Journal citation185
ISSN 0040-1625
Year2022
PublisherElsevier
Publisher's version
License
CC BY-NC-ND 4.0
File Access Level
Open (open metadata and files)
Digital Object Identifier (DOI)https://doi.org/10.1016/j.techfore.2022.122049
Web address (URL)https://www.sciencedirect.com/science/article/pii/S0040162522005704?via%3Dihub
Publication dates
Published23 Sep 2022
Published in printDec 2022

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