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Keywords: Gamification
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Journal Articles
Optimizing gamification: unveiling customer preferences through neural network and conjoint analysis
Journal of Advances in Management Research (2026) 23 (4): 645–667.
Published: 04 December 2025
...Fatemeh Askari; Maryam Nekooeezadeh; Daniyal Esmaeilzadeh Purpose Within the banking industry, gamification is a strategic response to customer hedonic and interaction-oriented preferences. However, many gamification programs fail due to improper game mechanism selection and not considering...
