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Abstract(s)
Introdução: A gamificação tem proliferado como uma estratégia auspiciosa perante desafios empresariais contemporâneos, nomeadamente a alienação da força de trabalho. Todavia, pouco se sabe acerca de como a gamificação transforma o comportamento humano, sobretudo na área comercial.
Objetivos: Pretende-se estudar o impacto da gamificação na motivação e no engagement dos vendedores, identificando os elementos de jogo, bem como as características demográficas, profissionais e o hábito de jogo com impacto no desempenho.
Metodologia: Estudo de caso de uma empresa portuguesa atuante no retalho dos eletrodomésticos, eletrónica de consumo e entretenimento. Foi realizada uma análise de conteúdo a cinco focus groups, com cinco vendedores cada, bem como uma análise de documentos online sobre a gamificação na empresa e observações diretas informais.
Resultados: A gamificação motiva os colaboradores, particularmente através de recompensas, competição e cooperação, mas não promove engagement nos vendedores devido a obstáculos distintos, especialmente sentimentos de injustiça no sistema de avaliação/recompensas e ausência de recursos tecnológicos adequados à gamificação.
Conclusões: Apesar da gamificação potenciar o comportamento e ser uma ferramenta valorizada, a sua aplicação deve ser criteriosa e humanista, de forma a garantir a produtividade através da diversão na força de vendas.
Implicações para a prática: O sistema gamificado deve ser transacional, alinhado às especificidades organizacionais/individuais, antecipar os efeitos colaterais da competição, fornecer oportunidades de diversão e ser monitorizado constantemente. Simultaneamente, a liderança deve apoiar um mindset favorável à gamificação.
Valor/originalidade: Ainda que os resultados não possam ser generalizados, este estudo contribui para a compreensão deste fenómeno, fornecendo contributos sobre as potencialidades, os constrangimentos e as considerações éticas da gamificação. Acrescenta ainda evidencia sobre a necessidade de investigação adicional.
Background: Gamification has proliferated as an auspicious strategy towards contemporary challenges, namely the alienation of the workforce. However, little is known about how gamification transforms human behavior, especially in the sales department. Purpose: Intention to study the impact of gamification on the motivation and engagement of the sales people, identifying the game elements, the demographic and professional characteristics and game habits that impact performance. Methodology: Case study of a Portuguese company operating in the retail of home appliance electronics, consumer electronics and entertainment devices. A content analysis was carried out on five focus groups, with five salespeople each, as well as an analysis of online documents about gamification in the company and direct informal observations. Results: Gamification motivates employees, especially through rewards, competition and cooperation, but does not promote engagement in salespeople due to different obstacles, specifically by feelings of injustice in the evaluation/rewards system and lack of technological resources to support gamification. Conclusion: Although gamification enhances behavior and it's a valued too, its application needs to discerning and humanistic in order to achieve productivity through fun in the sales force. Practical implications: The gamified system must be transactional, in agreement with organizational/individual specificities, anticipating the effects of competition, providing fun opportunities and being continuously monitored. At the same time, a leadership must support a gamification-friendly mindset. Value/originality: Although the results cannot be generalized, this study contributed to the understanding of this phenomenon, providing contributions on the potentialities, constraints and ethical considerations of gamification. In addition, this study shows the need for further investigations.
Background: Gamification has proliferated as an auspicious strategy towards contemporary challenges, namely the alienation of the workforce. However, little is known about how gamification transforms human behavior, especially in the sales department. Purpose: Intention to study the impact of gamification on the motivation and engagement of the sales people, identifying the game elements, the demographic and professional characteristics and game habits that impact performance. Methodology: Case study of a Portuguese company operating in the retail of home appliance electronics, consumer electronics and entertainment devices. A content analysis was carried out on five focus groups, with five salespeople each, as well as an analysis of online documents about gamification in the company and direct informal observations. Results: Gamification motivates employees, especially through rewards, competition and cooperation, but does not promote engagement in salespeople due to different obstacles, specifically by feelings of injustice in the evaluation/rewards system and lack of technological resources to support gamification. Conclusion: Although gamification enhances behavior and it's a valued too, its application needs to discerning and humanistic in order to achieve productivity through fun in the sales force. Practical implications: The gamified system must be transactional, in agreement with organizational/individual specificities, anticipating the effects of competition, providing fun opportunities and being continuously monitored. At the same time, a leadership must support a gamification-friendly mindset. Value/originality: Although the results cannot be generalized, this study contributed to the understanding of this phenomenon, providing contributions on the potentialities, constraints and ethical considerations of gamification. In addition, this study shows the need for further investigations.
Description
Keywords
Gamificação Motivação Engagement Vendedores Estudo de caso Case study Gamification Engagement Motivation Salespeople