• Nitin Goyal
• Simran
• Dr. Richa Bhatia
• Akhil Dogra

This research delves into the influence of gamification elements, notably cashback points and scratch cards, on customer engagement within the Paytm UPI application. Employing a quantitative methodology, Totla 384 respondents were surveyed via questionnaire and analyzed using SPSS software. The findings underscore a positive correlation between both cashback points and scratch cards with user brand loyalty, with scratch cards emerging as a potent engagement catalyst. Users generally exhibit moderate satisfaction with these features, albeit with a slight inclination towards cashback points possibly due to perceived reliability or reward value. The study emphasizes the pivotal role of gamification elements in fostering user engagement and a sense of accomplishment. While scratch cards exhibit greater user engagement potential, there exists room for enhancing their perceived value. In conclusion, the research suggests that optimizing gamification strategies, particularly leveraging cashback points and scratch cards, can substantially elevate user satisfaction and brand loyalty within the Paytm UPI ecosystem, thereby facilitating deeper engagement and long-term allegiance among users.

quantitative methodology,Paytm UPI application,brand loyalty gamification coustomer engagement

"The impact of the Gamification Elements (Cashback Points and Scratch Cards) on the customer engagement in the UPI Application Paytm ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.11, Issue 4, page no.g565-g580, April-2024, Available :http://www.jetir.org/papers/JETIR2404674.pdf

"The impact of the Gamification Elements (Cashback Points and Scratch Cards) on the customer engagement in the UPI Application Paytm ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.11, Issue 4, page no. ppg565-g580, April-2024, Available at : http://www.jetir.org/papers/JETIR2404674.pdf