چكيده به لاتين
Recently, gamification solutions have been widely used by researchers to increase the users' loyalty and promote their effective interaction in various fields. Studies show that, given the differences between different users, the use of personalized solutions can increase the efficiency of gamified systems. However, there is little knowledge about how these systems can be tailored to individuals with different demographic and personality traits, and it is difficult to map these traits to gamification design elements, and previous studies have provided little guidance in this regard. In particular, none of the investigations were conducted in the banking sector. In order to advance research in this area, we have comprehensively reviewed the basics of gamification in this study, and during a systematic review, we have summarized the findings in this area and also identified the existing gaps. In order to address the mentioned gaps, our focus was on the issue of personalization of gamified systems, and due to the high competition between the banks, the importance of the bank customers’ loyalty and also the small number of findings in this field, the banking industry has been selected as the area for the application of gamification solutions. After conducting a comprehensive study on the banks and examining the methods used to engage customers, it was decided to examine one of the newest banking approaches called comprehensive banking, in which a wide range of financial services are offered to retail, private, and corporate customers. In comprehensive banking, by dividing customers into different groups, products are provided to them according to the needs of each group of customers in a tailor made way. In this research, using a comprehensive banking approach, the bank's customers are divided into three groups including retail, private, and corporate customers. Then, in order to provide personalized gamified solutions for each of the mentioned groups, the unique characteristics of each group have been investigated separately. Some of these unique features are extracted from the bank database and others can be identified with the help of the field studies such as filling out questionnaires by customers. Then, using artificial intelligence algorithms, models are presented for each group of customers, which helps to determine which of the gamification solutions will be more suitable for each customer according to her/his unique characteristics.
Finally, a set of guidelines is provided for designers to be able to design the gamified systems in such a way that identify different customers in the first place according to their unique characteristics, and secondly, to be able to treat users in a personalized manner using the guidelines provided.
