Thesis (Ph.D.) - Cairo University - Faculty of Commerce - Department of Business Administration

In practice, gamification is seen as an effective marketing method to enhance customer experience and engagement in different activities. Nonetheless, the influence of gamification in website features and on customer experience are still very unclear in the case of e-banking.Therefore, based on self-determination theory and technology acceptance model, this study aims to fill this gap by developing a theoretical framework that focuses on investigating the effect of the direct relationship between gamification (as independent variable) and customer experience dimensions in terms of cognitive, affective, behavioral, sensory and relational experience (as dependent variable) as well as the indirect relationship through website features (ease-of-use, webpage characteristics, website information and website design) as a mediating variable. Also, the study investigates customer characteristics (gender, age, education, employment status and income) as a moderating role influence in the strength of the relationship between website features and customer experience dimensions in the context of e-banking in Washington DC, United states of America. The research produces a comprehensive study to validate this model and gathers information from 400 bank customers who interacted with a gamified e-banking website to monitor their financial transactions via an online questionnaire

Issued also as CD