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A Review on Gamification and its Potential to Motivate and Engage Employees and Customers: Employee Engagement through Gamification

Author

Listed:
  • Anchal Gupta

    (VIT University, VIT Business School, Vellore, India)

  • Gomathi S.

    (VIT University, VIT Business School, Vellore, India)

Abstract
The concept of gamification uses the human behavior of indulging in gaming activities and combines it with their work with the purpose of enhancing, employee engagement. Game mechanics and dynamics are able to positively influence human behavior because they are designed to drive the players above the activation threshold. Achievements, appointments, bonuses, levels, points are some of the game mechanics which are used for influencing human behavior and human desires. These human desires have been referred to as game dynamics. The applications of Gamification range from being useful in the internal organizational processes of recruitment, employee recognition, employee performance, training programs, wellness and safety as well as customer oriented applications of building brand loyalty, enhancing customer satisfaction and engagement. This research paper aims to review this emerging concept, its literature and theoretical development along with a highlight on the present applications of gamification and their role in enhancing engagement and motivation of the users.

Suggested Citation

  • Anchal Gupta & Gomathi S., 2017. "A Review on Gamification and its Potential to Motivate and Engage Employees and Customers: Employee Engagement through Gamification," International Journal of Sociotechnology and Knowledge Development (IJSKD), IGI Global, vol. 9(1), pages 42-52, January.
    • Handle: RePEc:igg:jskd00:v:9:y:2017:i:1:p:42-52
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    File URL: http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/IJSKD.2017010103
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    Cited by:

    1. Ching Ching Fang & James J. H. Liou & Sun-Weng Huang & Ying-Chuan Wang & Hui-Hua Huang & Gwo-Hshiung Tzeng, 2021. "A Hybrid, Data-Driven Causality Exploration Method for Exploring the Key Factors Affecting Mobile Payment Usage Intention," Mathematics, MDPI, vol. 9(11), pages 1-23, May.
    2. Powel Maxwell Worimegbe & Temitope Mariam Worimegbe, 2021. "Gamification and Firms Competitiveness: An Analysis of Deposit Money Banks," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 33(2), pages 129-147.
    3. Chaïma Siala & Abdelmajid Amine, 2022. "Le rôle du retour d’expérience dans la « gamification » des campagnes de crowdsourcing," Post-Print hal-03709625, HAL.
    4. César Cuevas-Lara & Mikel Izquierdo & Fabiola Zambom-Ferraresi & Mikel L. Sáez de Asteasu & Itxaso Marín-Epelde & Chenhui Chenhuichen & Fabricio Zambom-Ferraresi & Robinson Ramírez-Vélez & Antonio Gar, 2020. "A Feasibility Study for Implementation “Health Arcade”: A Study Protocol for Prototype of Multidomain Intervention Based on Gamification Technologies in Acutely Hospitalized Older Patients," IJERPH, MDPI, vol. 17(21), pages 1-14, November.

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