شناسايي و اولويت‌بندي پيشايندهاي شخصيتي و جمعيت‌شناختي پذيرش سازوكارهاي بازي‌گونگي، به‌منظور افزايش تعامل در باشگاه مشتريان بانكي (نمونه پژوهش: بانك حكمت ايرانيان)

Identifying and Prioritizing Personality and Demographic Priorities in the Acceptance of Gamification Mechanisms in Order to Increase the Interactions in the Banking Loyalty Club (Case Study: Hekmat Iranian Bank

هدف: بازي‌گونگي به ‌مفهوم استفاده از مؤلفه‌هاي انگيزشي بازي و روش‌هاي طراحي بازي در زمينه‌هاي غيربازي، توجه بسياري از پژوهشگران را به خود جلب كرده است. با توجه به جديد بودن اين مفهوم و پژوهش‌هاي كمّي كه در اين حوزه نوپا، به‌ويژه در صنعت بانكداري وجود دارد، هدف اين پژوهش بررسي تأثير مؤلفه‌هاي انگيزشي‌ بازي‌گونگي بر ميزان تعامل مشتريان در باشگاه مشتريان صنعت بانكداري (بانك حكمت ايرانيان) با مشاهده ويژگي‌هاي شخصيتي و جمعيت‌شناختي است. روش: پژوهش حاضر از نظر هدف كاربردي و از لحاظ روش اجرا در دسته پژوهش‌هاي توصيفي ـ پيمايشي قرار مي‌گيرد. به‌منظور جمع‌آوري داده‌ها، پرسش‌نامه 32پرسشي تدوين شده است كه در نهايت با روش نمونه‌گيري تصادفي خوشه‌اي 384 پاسخ جمع‌آوري شدند. يافته‌ها: بر اساس ترجيحات گزارش‌شده توسط مشتريان مشخص مي‌شود كه هر يك از اعضاي باشگاه مشتريان با ويژگي‌هاي جمعيت‌شناختي و شخصيتي با چه نوع مؤلفه‌هاي انگيزشي بازي‌گونگي جذب و سرگرم مي‌شوند و در ازاي فعاليت‌هاي خود، انتظار دريافت چه پاداش‌هايي دارند. نتيجه‌گيري: با توجه به يافته‌هاي پژوهش، براي طراحان سامانه‌هاي بازي‌گونگي، مجموعه‌ راهكارها و رهنمودهايي ارائه شده است تا به‌كمك آن بتوانند ضمن شناسايي ويژگي‌هاي مشتريان بانكي به شخصي‌سازي مؤلفه‌هاي انگيزشي و در نهايت تأمين رضايت آنها از عضويت و فعاليت در باشگاه مشتريان بپردازند.

Objective The main issue in this study is to investigate the effect of different characteristics of individuals including demographic characteristics and personality traits on the motivational components of gamification design in loyalty club within banking industry. Innovation and the scientific contribution of the present study to gamification systems in the field of banking can be evaluated from two perspectives: determining how the customers with different demographic and personality traits are attracted by the motivational components of gamificatin by conducting a research, and what kind of reward do they expect to receive? This shows the importance of personalizing gamfication-based systems to increase customers’ satisfaction and loyalty. Moreover, based on the results, designing strategies and guidelines for gamification-based systems are provided so that designers can develop appropriate strategies to improve interaction with people. Identifying and applying different demographic and personality traits can increase motivation to participate in customer club activities. Methodology The present applied research is descriptive-survey in terms of data collection method. In this study, using mixed method approach through interviews with experts and specialists and using questionnaires, the effective components in personalizing gamification were determined and localized in order to biuld efficient interaction with bank customers. In the initial interview phase, 15 experts from related fields, 3 bank deputies, 3 bank managers, 5 faculty members of the Higher Education Institute of Banking and the Central Bank Monetary and Banking Research Institute, 2 banking experts and 2 from Specialists in the field of gamification were selected. It is worth mentioning that Hekmat Iranian Bank was selected as the study case for the present study. To calculate the scores of the five personality types, the standard ten-question version of the BFI questionnaire was used, in which two questions were assigned to identify each attribute, one considering the pros and one the cons of the personality type. It should also be noted that all the analyses and calculations were performed using SPSS v.23. Findings There is a significantly positive relationship between age and participation in the lottery, and the results of this study showed that older people are more likely to participate in the lottery. In contrast, such people are not interested in receiving cash. Older people tend to receive large money in a lottery at once, rather than earning cash steadily. It is also noteworthy that there is no significant difference between men and women accordingly. But in the case of "discounts on the purchase from chain store products" and "discounts on the use of leisure and tourism services", women are reported to be more likely to seek such rewards and the difference is statistically significant. Men, on the other hand, have higher scores in "benefiting from the priority of using banking services", which is why men are often interested in using banking facilities but women mainly welcome discounts and auctions. There is a significantly positive relationship between being an extrovert and the reward of "benefiting from the priority of using banking services". On the other hand, it has a relatively positive relationship with the “discounts of chain stores and recreational and tourism discounts”. It is worth noting that the extroverts in this study did not show any intention to participate in the lottery. In contrast, being compatible is significantly attributed to the lottery bonus. There is a significantly poisitive relationship between being conscientious and "discount on the purchase of chain store products" and there is a relatively positive relationship between being conscientious and the "discount on the use of recreational and tourism services". Interestingly, being psychoanalytic has a negative relationship with all the items except lottery and the use of the priority of using the bank services. It should be noted that most of the coefficients of this personality trait are at the moderate level. Conclusion Extroverts are more likely to prefer the motivational components of luck, privilege, and awareness. The results of this study show that people who are compatible are motivated by the motivational component of luck and lottery. On the other hand, due to their tendency to cooperate and being altruistic with others, there was a negative relationship between participants with a compatible personality type and the motivating component of social interaction and communication. Regarding people with conscientious personality trait, motivational components of the badge and ranking table will motivate them, which can be considered as a result of the sense of responsibility and conscientiousness to perform the assigned tasks and receive job completion marks. The results also show that people with psychotropic personality trait have a relatively strong relationship with various motivational components such as epic concepts, feedback, countdown and awareness. Therefore, it can be concluded that there is no correlation between these motivational components and personality traits and these connections are mainly due to the small number of people with this personality type in this study. It should be noted that people with low mental health and high emotional stability have "emotional maturity, self-confidence and stability in their plans and emotions" and most people introduce themselves as a person with high emotional stability in the community because of their desire to show off. Respondents with a high level of imagination and experience were more interested in the motivational components of virtual rewards and competitions due to their sense of invention and curiosity.