Pages: 10-15

Abstract

One of the most important advantages of organizations is their effect on the customers' behavior. Therefore, organizations are always looking for ways to maintain their customers using these methods. Using gamification is a method in which the application of the techniques and game elements for non-game purposes increases customer motivation for voluntary participation in desirable organization activities as well as improving their behavior. The dimensions of the gamification have the essential role in achieving this goal; therefore, the purpose of the present study is to investigate the effects of two Gamification aspects of performance and attitude on customer behavior of Mellat Bank in Shahrood city. This research is practical in terms of purpose and is descriptive-survey in terms of nature; In this way, the library method was used to collect information about the subject's background and researcher-made questionnaire with acceptable and appropriate reliability and validity that it needed to collect the necessary data with the aim of testing research hypotheses. Regarding the research purpose, the statistical population of this study is customers of selected branches of Mellat bank in Shahroud city and the method was random cluster sampling. Regression coefficient and meaningful level were used to test the hypotheses. The results of the research show that the dimensions of performance and attitude of the Gamification strategy have a significant and positive effect on the behavior of customers of selected branches of the Mellat Bank.