Analyzing Customer Engagement with Gamification Approach in the Banking Sector Using the Rasch Model

This study investigates the instruments used to measure consumer engagement in mobile banking applications that employ gamification strategies.Customer engagement plays a crucial role in the effectiveness of e-marketing strategies, particularly for relationships, products, services, and brands.Gamification has emerged as a promising approach for promoting content marketing.Primary data from active users of mobile banking applications were collected from various banks and analyzed using the Rasch model to assess the instrument's efficiency.The study involved 451 participants and considered demographics, customer involvement, psychological aspects, game elements, and 26 dimensions.The results indicate that the average Outfit Mean Square (MNSQ) scores for individuals and items obtained from analyzing 49 questions with the Rasch model fall within the desirable range of 0.5-1.5.The mean values of INFIT and OUTFIT MNSQ, as well as INFIT and OUTFIT ZSTD, closely approximate the desired level.Additionally, the instrument demonstrates strong reliability with a coefficient alpha of 0.94.In conclusion, the findings suggest that the respondents understood the instruments employed in this study well and effectively facilitated data collection.