Transforming community engagement in credit unions: the potential for gamification to enable change

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Abstract

In this paper we explore the potential for gamification to bring change to credit unions by increasing engagement of and fostering the sense of community in their members. We draw on the original idea of credit unions as an institution run by its members and a place where people help people. This idea has been partially lost when credit unions grew in size and shifted focus towards operational efficiency, and this research explores the solutions as to how to govern a credit union and stay close to people. The initial investigation resulted in a “path of activation” of the members from being customers to becoming active members and then volunteers. On this path we identified seven points of intervention where gamification can trigger behavioral change.
Original languageEnglish
Title of host publicationProceedings of the 3rd International GamiFIN Conference
EditorsJonna Koivisto, Juho Hamari
Pages 179-192
Volume2359
Publication statusPublished - 9 May 2019
Event3rd International GamiFIN Conference - Levi, Finland
Duration: 8 Apr 201910 Apr 2019

Publication series

NameCEUR Workshop Proceedings
Volume2359
ISSN (Print)1613-0073

Conference

Conference3rd International GamiFIN Conference
Abbreviated titleGamiFIN 2019
CountryFinland
CityLevi
Period8/04/1910/04/19

Keywords

  • Communities
  • Credit unions
  • Financial services
  • Gamification

ASJC Scopus subject areas

  • Computer Science(all)

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