Management approaches in the field of smart
Mohammad Bashokouh; golsum akbari arbatan; mehdi ebrahimzade
Abstract
Although digitization brings important possibilities, implementing its technologies in practice can be challenging. One of the current major developments in this field is to discover the potential of gamification for the empowerment of knowledge-based companies. Based on this, the current research was ...
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Although digitization brings important possibilities, implementing its technologies in practice can be challenging. One of the current major developments in this field is to discover the potential of gamification for the empowerment of knowledge-based companies. Based on this, the current research was conducted with the aim of identifying the qualitative components of gamification implementation in the working environment of knowledge-based companies. This research has a qualitative approach, through in-depth semi-structured interviews, it has compiled and validated the conceptual framework with thematic analysis method. The statistical population includes experts and experts of knowledge-based companies, among whom 12 people were selected by purposeful sampling and participated in this study. The number of samples follows the rule of saturation. The findings of the research show that concepts were identified in the form of 4 main themes, including the acceptance process with 2 organizing themes, promotion strategies with 4 organizing themes, development and design strategies with 4 organizing themes, evaluation and implementation platforms with 3 organizing themes Gamification actually provides various possibilities to increase the motivation of employees for knowledge-based activities. But to reveal its potential, it needs a suitable environment.
Introduction
In the last decade, a growing trend towards gamification activities and information systems has been observed to motivate positive behaviors to adapt to users' needs. The growing process of gamification of fields such as education and marketing has become powerful and has opened its way to the environment of companies, especially knowledge-based companies. Therefore, this study examines the impact of gamification on the different roles of employees of knowledge-based companies and their behavioral patterns and "visualizes" different communities that have appeared in a company but have not been noticed before. These observations, in turn, can show the adjustment of the working methods of knowledge-based companies.
Research Question(s)
How can gamification become an innovation in the knowledge-based field? What consequences will the adopted solutions have for improving the performance of knowledge-based companies?
Literature Review
Gamification is a way to enhance knowledge management with game design elements to increase user interaction, content creation and satisfaction (Duriník, 2014). Understanding the fundamental characteristics of the impact of gamification on knowledge work may be important for the future development of expert and intelligent systems, which are increasingly used to support knowledge work in a variety of ways. First, embedding gamification in the design of expert and intelligent systems may help to organically implement such a system in work practices, for example by addressing issues of inappropriate use (Spanellis et al, 2020). Secondly, the implementation of expert and intelligent systems can be supported by using gamification, and this potential advantage can be enhanced by knowledge-based workers who are generally accustomed to gamification (González et al., 2016).
Since in knowledge-based companies, managers are considered as one of the main decision-making factors, having their innovative features and capabilities has an impact on the improvement and success of the knowledge-based company's efficiency. Therefore, it can be said that innovation is considered to be the most key and important factors of companies' profitability (Lopez-Nicilas & Merono-Cerdan, 2011).
Methodology
This research is based on the purpose of applied research and based on the approach of qualitative research. The statistical population studied in this research is managers, experts and experts of knowledge-based companies. Therefore, the selection of people was made based on the purposeful sampling of 12 people and the respondents are familiar with gamification technology and have records in this field. Sampling adequacy follows the rule of theoretical saturation. Brown and Clark's (2006) 6-step thematic analysis method was used to analyze the interview text.
Results
Analyzing the research data in three stages of basic themes, organizing themes, and overarching themes finally led to 71 basic themes, 10 organizing themes, and 4 overarching themes, which include all the emerging themes, which are shown in the table below. mentioned.
Discussion
This research has been conducted with the aim of identifying the components of gamification implementation in the working environment of knowledge-based companies. In this context, it can be stated that knowledge-based companies can, based on the extracted factors, establish the necessary conditions. To accept, promote, design and develop and evaluate and implement their activities based on gamification. Also, according to the factors extracted in this research, using the correct implementation method of gamification in the environment of knowledge-based companies is completely different from other information technology environments. The results showed that design and training are among the most important factors identified in the implementation of gamification in the working environment of knowledge-based companies; Therefore, knowledge-based companies should plan that the systems should have an appropriate training stage for learning, identifying and modifying patterns and act accordingly.
Management approaches in the field of smart
Mahsa Akbari; mostafa bigdeli; Parvaneh Charestad
Abstract
AbstractGamification is a relatively new concept that has seen a significant increase in its use in recent years. Gamification involves the application of game elements in a non-gaming environment to create a gaming experience related to a product or service. The aim of this research is to investigate ...
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AbstractGamification is a relatively new concept that has seen a significant increase in its use in recent years. Gamification involves the application of game elements in a non-gaming environment to create a gaming experience related to a product or service. The aim of this research is to investigate the impact of different aspects of gamification (immersion, achievement, social) on customer engagement (emotional, cognitive, social) in the online store of Digikala. The research population consists of consumers and users of the Digikala website who have made at least one purchase on this site. In this regard, 222 questionnaires obtained from Digikala website users' data were analyzed. The research model was designed by reviewing the literature related to the research topic and previous studies, and it was analyzed using structural equation modeling. Finally, it was determined that the aspects of gamification have a positive and significant effect on customer engagement. The immersion aspects of gamification have a positive impact on emotional aspects of customer engagement, the achievement aspects affect the cognitive aspects of customer engagement, and the social aspects of gamification also have a stronger positive impact on the social aspects of customer engagement.IntroductionGamification has gained recognition as a powerful tool for establishing customer engagement in recent years, garnering significant attention both in industry and academia (Huotari, 2017), (Hamari et al., 2014), (Hamari et al., 2014b). This is because the inherent nature of play and the potential for possible achievement evoke positive emotions in people. In marketing, gamification is a means to elicit positive emotions in customers for the sale of a product or service. The use of gamification helps consumers spend more time on your website, increasing the likelihood of them making a purchase. In this context, gamification can be described as the use of game design in a non-gaming environment (Deterding et al., 2011). In other words, gamification seeks to replicate the effects of games, including motivation, excitement, and repetition, in a real-world context. Therefore, gamification technologies have the capability to manipulate social and individual factors to motivate customers and influence their intentions (Shang & Lin, 2013), (Jackson, 2009).As online games and social software continue to advance and become integrated into e-commerce businesses, they create new patterns that enhance user experiences and encourage active participation (Hsu & Chen, 2018).With the expansion of online businesses, the use of effective marketing techniques to attract customers has become crucial. In this regard, Digikala, the largest online retailer in Iran, has been no exception. Therefore, the use of gamification has great importance in branding and improving customer experiences.Literature ReviewGamification is an innovative concept that has not only impacted the gaming industry but has also opened avenues in management sciences to provide maximum effectiveness for organizations in competitive conditions. Initial studies on gamification were conducted in 2008 by Brett Terrill. However, its scientific popularity and extensive research began around 2010 (Alhamed & Morano, 2018).In terms of the effectiveness and the impact of gamification on marketing concepts, particularly in customer engagement, extensive research has not been conducted. However, most studies indicate a positive impact of gamification on customer engagement. In this regard, we will review some important research studies.In a study that examined the effects of gamification aspects on customer engagement dimensions and brand value among customers of Huawei and Xiaomi in social networks, it was found that gamification aspects have a significant impact on customer engagement dimensions and brand value (Xi & Hamari, 2019). In another study that investigated the impact of gamification on customer engagement and online sales, it was revealed that gamification aspects such as social interactions, goal orientation, and rewards lead to increased customer engagement and online sales (Eisingerich et al., 2019). In a study that focused on the impact of gamification on participation in online programs, the results indicated that gamification significantly affects participation (Looyestyn et al., 2017).MethodologyThis study is descriptive & applied in nature and employs a quantitative approach. Data collection was done through questionnaire. In this study, the statistical population consists of customers of the Digikala website who have made at least one purchase from this site. Since this website is the most well-known online shopping site in Iran, a structured questionnaire was distributed to 300 Digikala users using convenience sampling method. After filtering out incomplete and problematic questionnaires, a total of 222 questionnaires were gathered. Data analysis was conducted using Structural Equation Modeling (SEM) through the Lisrel Software.ResultsBased on the results obtained from the hypothetical model, we conclude that:The influence of immersion aspects of gamification on the emotional dimension of customer engagement was confirmed (Hypothesis 1).The influence of immersion aspects of gamification on the social and cognitive dimensions of customer engagement was not confirmed (Hypotheses 2 and 3).The influence of achievement aspects of gamification on the emotional and cognitive dimensions of customer engagement was confirmed (Hypotheses 4 and 5).The influence of achievement aspects of gamification on the social dimension of customer engagement was not confirmed (Hypothesis 6).The influence of achievement aspects of gamification on the emotional, cognitive, and social dimensions of customer engagement was confirmed (Hypotheses 7, 8, and 9).The immersion aspects of gamification have a stronger and more significant impact on the emotional dimension of customer engagement compared to other dimensions (Hypothesis 10).The achievement aspects of gamification have a stronger and more significant impact on the cognitive dimension of customer engagement compared to other dimensions (Hypothesis 11).The social aspects of gamification have a stronger and more significant impact on the social dimension of customer engagement compared to other dimensions (Hypothesis 12).Discussion & ConclusionIn general, the findings of the present research indicate that immersion aspects of gamification (such as creating avatars, customizing applications and web pages, storytelling, and narrative) have a greater impact on the emotional dimensions of customer engagement.When compared to immersion aspects, achievement aspects of gamification, such as giving prizes, medals, digital currency, coins, points, and gift cards, have a greater influence on the cognitive dimensions of customer engagement. They also affect the emotional aspect. Providing rewards and medals leads to customers forming a better rational and cognitive perception of our brand.Moreover, social aspects of gamification, like organizing competitions and teamwork activities and using social networks, have a more significant impact on the social dimension of customer engagement. However, they also have an effect on the emotional and cognitive dimensions.The findings of this research are consistent with the results of previous studies, including Madura (2015), Zhi and Hamari (2019), Harwood and Garry (2015), Yin et al. (2017), and Eisingerich et al. (2019).Based on the results obtained, it is recommended that online stores and smart businesses employ various gamification elements to increase customer engagement
Seyed Saeed Mirvahedi; Mohammad Taghi Toghrayee; Maryam Astaneh
Abstract
Today, on the one hand, the growth of web-based businesses and, on the other hand tense market competition, encouraged business owners to identify effective approaches to achieve customer loyalty and attachment. In the meantime, gamification has been vastly appreciated as a solution to engage customers ...
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Today, on the one hand, the growth of web-based businesses and, on the other hand tense market competition, encouraged business owners to identify effective approaches to achieve customer loyalty and attachment. In the meantime, gamification has been vastly appreciated as a solution to engage customers more to the businesses. In this paper, a model of gamification is developed to shed some light on this area. Through qualitative approach and grounded theory as method of analyzing, some strategies are suggested to solve problems such as carelessness and lack of loyalty of audiences (customers). The model with all its component shape a strategic structure that can help web-based businesses to implement gamifications to gain a maximum results such as customer (audience) loyalty. Keywords: Gamification, entrepreneurial Businesses, Web-Based businesses.
