OYUNLAŞTIRMANIN İŞLETMELER ÜZERİNDE ETKİLERİ: TOY CARDS ÖRNEĞİ

Year 2023, , 113 - 138, 30.12.2023

Pınar Göktaş , Hazar Hasekioğlu

https://doi.org/10.35379/cusosbil.1303114

Abstract

Oyunlaştırma, insan davranışlarını etkilemeye yönelik bir uygulamadır. Bir işin veya görevin yerine getirilmesi hususunda kişinin, söz konusu iş veya görevin tamamlamasına yönelik motivasyonun sağlanması bağlamında önemli bir rol oynamaktadır. Motivasyonun sağlanması noktasında, oyunlardan ilham alınan ödül ve rekabet gibi unsurlar, uygulama içerisinde kendine geniş bir yer bulmaktadır. Günümüzde işletmeler, rekabeti sürdürülebilir kılmak adına insan kaynağını en iyi şekilde organize etmek, yöneltmek, eşgüdümlemek ve motive etmek durumundadır. Bu doğrultuda, insan davranışlarını etkileme konusunda önemli bir yere sahip olan oyunlaştırma, işletmelerin iç ve dış müşterileri için gerçekleştirilen uygulamalar çerçevesinde işletmelerin performanslarına olumlu etki edeceği öngörülmektedir. Bu çalışmada, oyunlaştırmanın işletmeler için önemi ele alınmış, oyunlaştırmanın iç ve dış müşteriye olan örnekleri ortaya koyulmuştur. Türkiye’nin ilk oyunlaştırma tasarımı kartları olan TOY (Türkiye ve Oyunlaştırma) Gamification Decards uygulaması ile iç ve dış müşteri için 10 adımda birer örnek çalışma ile işletmelere olan etkisi açıklanmaya çalışılmıştır. Böylece iş hedefleri, davranışlar, persona, oyuncunun yolculuğu, 8 temel oyun duygusu, oyun elementleri, ödüller, teknoloji, hatırlatıcılar ve tetikleyicilerin yanı sıra ölçme ve değerlendirme ana başlıkları kurum işleyiş süreçlerinde değerlendirilmiş ve yol haritasına yer verilmiştir.

Keywords

Oyunlaştırma, TOY Cards, Dış Müşteri, İç Müşteri

Supporting Institution

Yok

Project Number

Yok

EFFECTS OF GAMING ON BUSINESSES: TOY CARDS EXAMPLE

Abstract

Gamification is an application aimed at influencing people. Motivating groups can work more efficiently and effectively towards the goal. Elements such as providing motivation, inspiration from games, rewards and competition find a wide place in the application. Businesses have to organize, direct, coordinate and motivate human resources in the best way in order to maintain competition. In this direction, gamification, which has an important place in influencing people, is predicted to have a positive effect on the performance of customers around customer applications for commercial internal and external customers. For this purpose, the importance of gamification for businesses has been taken, and examples of internal and external use of gamification have been revealed. With the TOY (Turkey and Gamification) Gamification Decards application, which is Turkey's first gamification design cards, it has been tried to explain its effect on businesses with 10 effective case studies for internal and external customers. Thus, the business goal, behavior, personality, passenger journey, 8 basic game emotions, game elements, rewards, technology, reminders and triggers, as well as their ranking and evaluation main headings were evaluated in the corporate functioning evaluation and the road map was included.

Keywords

Gamification, TOY Cards, External Customer, Internal Customer

Project Number

Yok

References

• ​​Ahmadi, M. M. (2020). Managing the new gamified world: how gamification changes businesses. International Journal of Management, Accounting and Economics, 306.
• ​Ahn, l. V. (2006). Through online games, people can collectively solve large-scale computational problems. Games with a purpose, 94. DOI: 10.1109/MC.2006.196
• ​Akillibaş, E., & ceylan, K. E. (2020). Oyunlaştirmanin pazarlamadaki gücü. Anasay, 70. https://doi.org/10.33404/anasay.755465
• ​​Altuntaş, B., & karaarslan, M. H. (2016). Türkiye’deki seçilmiş pazarlama vakalarinin oyunlaştirma kavrami çerçevesinde incelenmesi. Mehmet Akif Ersoy Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 444. DOI: 10.20875/sb.39882
• ​​Arabaci, İ. B., & akilli, C. (2019). Yenilenen yükseköğretim kurumlari insan kaynaklari yönetimi konusunda akademisyen görüşleri. Malatya: ii. Uluslararasi Battalgazi Multidisipliner Çalışmalar Kongresi Tam Metin Kitabı.
• ​Armstrong, M. B., & Landers, R. N. (2018). Gamification of employee training and development. International Journal of Training and Development, 22(2), 162-169. https://doi.org/10.1111/ijtd.12124
• Astari, R. W., & Aprilia, S. (2016). Designing game for customer service training. 2. DOI: 10.1109/ICODSE.2016.7936128
• ​Basten, D. (2017). Gamification. Ieee Software, 34(5), 76-81. https://doi.org/10.1109/MS.2017.3571581
• ​Blohm, I., & Marco, l. J. (2013). Design of it-based enhancing services for motivational support and behavioral change. Business & İnformation Systems Engineering, 276. DOI 10.1007/s12599-013-0273-5
• ​Borah, M., & Verma, D. (2018). Social media marketing: strategies & its impact. International Conference on Management 4.0 Disruptions in Business and Millennials at The Workplace, 446-449.
• ​Bordeianu, O. M., & Beilic. (2020). Serious games - new learning tools in tourism. Ournal of Tourism, 5.
• ​Bostwick, C. C. (2018, Şubat 25). Gamification for app development. Retrieved from white paper: https://www.researchgate.net/profile/charles-bostwick/publication/324252689_white_paper_on_gamification_in_app_development_previous_implementations_possibile_future_implementations_small_start_to_a_broad_topic_and_big_future/links/5AC7642F0F7E9BCD51933EC1
• ​Büyükyildirim, Ü. (2015, Mart 10). Umityıldırım. Retrieved 05 19, 2023, from Ümit Büyükyıldırım: https://www.umityildirim.com/bitaksi-ve-oyunlastirma-uygulamalari/
• ​Chang, J.-W., & Wei, H.-Y. (2016). Exploring engaging gamification mechanics in massive online open courses. Journal of Educational Technology & Society, 181.
• ​Contagious. (2018, Mayıs 14). Retrieved 05 20, 2023, from contagious websitesi: https://www.contagious.com/news-and-views/campaign-of-the-week-under-armour-steph-iq
• ​Deterding, S. (2012). Gamification: designing for motivation. Interactions, 14. https://doi.org/10.1145/2212877.2212883
• ​Deterding, S., Dixon, D., Khaled, R., & Nacke, l. (2011). From game design elements to gamefulness: defining “gamification”. Proceedings of The 15TH International Academic Mindtrek Conference on Envisioning Future Media Environments - Mindtrek ’11., 14. https://doi.org/10.1145/2181037.2181040
• ​Dolatabadi, S. H., & Budinskai, I. (2020). A new method based on gamification algorithm to engage stakeholders in competitive markets. Ieee 24TH International Conference on Intelligent Engineering Systems, 11-17. DOI: 10.1109/INES49302.2020.9147196
• ​Donovan, l. (2012). The use of serious games in the corporate sector. Dublin: A State of The Art Report. Learnovate Centre.
• ​Durukal, E. (2019). Pazarlama 1.0’DAN pazarlama 4.0’A doğru değişim. Insan ve Toplum Bilimleri Araştırmaları Dergisi, 1627. https://doi.org/10.15869/itobiad.549402
• ​Giannakopoulou, S. (2020). Digital advertising and gamification technologies in affecting consumer behavior. Master of Digital Media, Communication and Journalism, 32.
• ​Hamari, J. (2019). Gamification. The Blackwell Encyclopedia of Sociology, 1.
• ​Harwood, T., & Garry, T. (2015). An investigation into gamification as a customer engagement experience environment. Journal of Services Marketing, 537. https://doi.org/10.1108/JSM-01-2015-0045
• ​Huynh, D., Zuo, l., & Lida, H. (2016). Analyzing gamification of “duolingo” with focus on its course structure. School of Information Science, Japan Advanced Institute of Science and Technology, 272.
• ​​Kapp, K. (2014). Gamification: Separating Fact From Fiction. Chief Learning Office, 42-52.
• ​Keh, H. T., & Lee, Y. H. (2006). Do reward programs build loyalty for services? The moderating effect of satisfaction on type and timing of rewards. Journal of retailing , 129. https://doi.org/10.1016/j.jretai.2006.02.004
• ​Koile, K., & Singer, D. (2006). Development of a tablet-pc-based system to increase instructor-student lassroom interactions and student learning. The Impact of Pen-based Technology on Education: Vignettes, Evaluations and Future Directions, 3.
• ​Koivisto, J., & Hamari, J. (2019). The rise of motivational information systems: a review of gamification research. International Journal of Information Management, 193. https://doi.org/10.1016/j.ijinfomgt.2018.10.013
• ​Lawande, D., Mohile, R., & Datta, S. (2018). Gamification and employee engagement: theoretical review on the role of hr . 188.
• ​Lin, C.-W., Mao, T.-Y., Sia, W. Y., & Yang, C.-C. (2020). Exploring the adoption of nike+ run club app: an application of the theory of reasoned action. Hindawi, Mathematical Problems in Engineering, 2. https://doi.org/10.1155/2020/8568629
• ​Lin, D. T., Ganapathy, M., & Kaur, M. (2018). Kahoot! It: gamification in higher education. Social Sciences & Humanities, 570,571.
• ​Lopez, J. (2011, Kasım 8). Gamification co. Retrieved 05 19, 2023, from gamification co websitesi: https://www.gamification.co/2011/11/08/samsung-among-the-first-to-innovate-with-badgevilles-behavior-platform/
• ​Martocchio, J. J., & Judge, T. A. (1997). Relationship between conscientiousness and learning in employee training: mediating influences of self-deception and self-efficacy. Journal of Applied Psychology, 764. https://doi.org/10.1037/0021-9010.82.5.764
• ​Münch, D. A. (2014). Gamification mecanismos de games em ações de marketing. 29,30,31.
• ​Pembecioğlu, Y. (2011, Ekim 21). Bigumigu ltd. Retrieved 05 18, 2023, from bigumigu: https://bigumigu.com/haber/akbank-tan-kobilere-sosyal-oyun-kur-yonet/
• ​Petkov, P., Medland, R., Köbler, F., Krcmar, H., & Foth, M. (2011). Engaging energy saving through motivation-specific social comparison. Proceedings of The 2011 Annual Conference Extended Abstracts on Human Factors in Computing Systems, 1946. https://doi.org/10.1145/1979742.1979855
• ​Ray, D. S., Ota, R., & Paricha, P. (2021). Case: gamification as a marketing tool . International Journal of Management, Technology and Engineering, 65,66.
• ​Robson, K., Mccharty, I., Kietzmann, J., Plangger, K., & Pitt, l. (2014). Understanding gamification of consumer experiences. Acr North American Advances, 354.
• ​Saha, M., & Pandita, P. (2010). Digitalizing human resources through gamification for employee engagement. Elk Asia Pacific Journals, 6.
• ​Santoyo, A. S., & Cabrera-Flores, M. R. (2018). Exploring the implications of digitization in the post-digital era. In m. Mario, & k. Piet (Ed.), International Conferences on E-health 2018 Ict, Society and Human Beings 2018 and Web Based Communities and Social Media, 235-238.
• ​Sezer, Ö. (2019). Iki yönlü simetrik model bağlaminda oyunlaştirma: nike+/nikeplus ve bitaksi uygulama örneği. Congress Book Series, 321.
• ​Shenoy, V., & Bhattacharya, D. (2020). Engaging mind chemistry with gamification: hr practitioners views. Ushus-Journal of Business Management , 44. https://doi: 10.12725/ujbm.53.4
• ​Silic, M., & Lowry, P. B. (2020). Using design-science based gamification to improve organizational security training and compliance. Journal of Management Information Systems, 130. https://doi.org/10.1080/07421222.2019.1705512
• ​Simoes, J., Redondo, R. D., & Vilas, A. F. (2013). A social gamification framework for a k-6 learning platform. Computers in Human Behavior, 2. https://doi.org/10.1016/j.chb.2012.06.007
• ​​Singh, S. P. (2012). Gamification: A Strategic Tool for Organizational Effectiveness . International Journal of Management, 1(1), 108-113.
• ​​Sitthipon, T., Limna, P., Jaipong, P., Siripipattanakul, S., & Auttawechasakoon, P. (2022). Gamification Predicting Customers’ Repurchase Intention Via E-Commerce Platforms Through Mediating Effect of Customer Satisfaction in Thailand. Review of Advanced Multidisciplinary Sciences, Engineering & Innovation, 1(1), 1-14.​
• ​Sreejesh, S., Dwivedi, Y. K., & Ghosh, t. (2021). How does a brand's psychological distance in an advergameinfluence brand memory of the consumers? Journal of Consumer Behaviour, 20(6), 1449. https://doi.org/10.1002/cb.1950
• ​Starbucks.com.tr. (2023). Retrieved 05 19 2023 from starbucks websitesi: https://www.starbucks.com.tr/campaigns
• ​Tobon, S., Ruiz-Alba, J. L., & García-Madariaga, J. (2019). Gamification and online consumer decisions: Is the game over? https://doi.org/10.1016/j.dss.2019.113167
• ​Vasconcelos, L. G., Oliveira, L. B., Guimaraes, G., & Ayres, F. (2018). Gamification applied in the teaching of agile scrum methodology. In [Advances in Intelligent Systems and Computing] Information Technology - New Generations, 738, 208. https://doi.org/10.1007/978-3-319-77028-4_30
• ​Versteeg, C. (2013). Ethics & gamification design a moral framework for taking responsibility. 3.
• ​Weifeng.com. (2016, Haziran 13). Kknews.cc. Retrieved 05 18, 2023, from kknews: https://kknews.cc/zh-tw/tech/le6lgzz.html ​ ​Williams, G. (2017, Nisan 28). Leasing broker federation. Retrieved 05 20, 2023, from leasingbrokernews.co.uk websitesi: https://leasingbrokernews.co.uk/vanarama-uses-latest-gamification-technology-engage-sales-team/
• ​Woodcock, J., & Johnson, M. R. (2017). Gamification: what it is, and how to fight it. The Sociological Review, 7. https://doi.org/10.1177/0038026117728620
• ​Yilmaz, e. A. (2023, 04 19). Gamification decards. Retrieved from gamificationdecards.com: https://gamificationdecards.com/gamification-decards
• ​Zichermann, G., & Cunningham, C. (2011). Gamification by design implementing game mechanics in web and mobile apps. Beijing  ·  Cambridge  ·  Farnham  ·  köln  ·  Sebastopol  ·  Tokyo: O'reilly.​​