Impact Of Gamification Campaign Factors On Customer Loyalty Towards E-Wallets: A Case Study Of Momo In Viet Nam

Abstract

Technology advancements like gamification tend to have a significant impact on the field of digital financial services, despite possible discrepancies between user expectations and real advantages. Evaluating the effect of gamification features on user engagement and retention in e-wallet systems presents considerable problems because the fundamental aspects that drive consumer loyalty are still up for debate. This thesis offers a thorough examination of the interactions between several behavioral and psychological variables in order to determine how gamification campaign elements affect Momo e-wallet customer loyalty in Vietnam. In order to understand their effects on the dependent variable, intention to use the e-wallet, the research identified five important independent variables: perceived utility, attitude, subjective norms, perceived behavioral control, and perceived risk, coupled with one moderating variable, gamification. Momo users are surveyed as part of the research's quantitative methodology to collect data. The model is applied to the approved data set of 305 respondents using multiple regression analysis and descriptive analysis. The results show that while gamification successfully moderates the association between these parameters and usage intention, perceived behavioral control and attitude are significant determinants of consumer loyalty. For stakeholders hoping to improve client engagement and loyalty through strategic gamification in digital financial services, the study offers insightful information. With its empirical proof of gamification's ability to increase consumer loyalty, this thesis contributes to the pool of knowledge on digital financial services in academia. It also provides helpful advice on how to incorporate gamification techniques into e-wallet apps. The study does, however, recognize certain limitations, such as its cross-sectional methodology and its concentration on a single e-wallet service in Vietnam. These limitations point to potential areas for future research, such as examining longitudinal effects and cross-platform comparisons of digital payment platforms.