Rimenda, Tetty; Aulia, Meidina Rosa; Listiawati, Rodiana; … - In: ASEAN marketing journal : Association of Southeast … 14 (2022) 2, pp. 211-220
Manuscript type: Research Paper Research Aims: The purpose of this paper is to explore the effect of gamification, such as badges, elements and challenges that are applied to banking features, on customers' intention to save Design/methodology/approach: This research explores how gamification is...