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.
|Title of host publication||Proceedings of the 3rd International GamiFIN Conference|
|Editors||Jonna Koivisto, Juho Hamari|
|Publication status||Published - 9 May 2019|
|Event||3rd International GamiFIN Conference - Levi, Finland|
Duration: 8 Apr 2019 → 10 Apr 2019
|Name||CEUR Workshop Proceedings|
|Conference||3rd International GamiFIN Conference|
|Abbreviated title||GamiFIN 2019|
|Period||8/04/19 → 10/04/19|
- Credit unions
- Financial services
ASJC Scopus subject areas
- Computer Science(all)
Shpakova, A., Mochrie, R. I., & Waite, K. (2019). Transforming community engagement in credit unions: the potential for gamification to enable change. In J. Koivisto, & J. Hamari (Eds.), Proceedings of the 3rd International GamiFIN Conference (Vol. 2359, pp. 179-192). (CEUR Workshop Proceedings; Vol. 2359).