In practice, gamification is seen as an effective marketing method to enhance customer experience and engagement in different activities. The influence of gamification on website features is vague in the case of e-banking. Therefore, this research aims to develop a theoretical framework that focuses on investigating the impact of gamification on website features that include ease-of-use, webpage characteristics, website information, and website design in the context of e-banking in Washington

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... , United States of America. The research gathers data from 400 bank customers who interacted with a gamified e-banking website to monitor their financial transactions via an online questionnaire. The results show that gamification has a -significant influence on the ease of use, webpage characteristics, website information, and website design in the e-banking context.