OYUNLAŞTIRMANIN İŞLETMELER ÜZERİNDE ETKİLERİ: TOY CARDS ÖRNEĞİ

Yıl 2023, Cilt: 32 Sayı: 3 - Cumhuriyetimiz 100 Yaşında Özel Sayısı, 113 - 138, 30.12.2023

Pınar Göktaş , Hazar Hasekioğlu

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

Öz

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.

Anahtar Kelimeler

Oyunlaştırma, TOY Cards, Dış Müşteri, İç Müşteri

Destekleyen Kurum

Yok

Proje Numarası

Yok

EFFECTS OF GAMING ON BUSINESSES: TOY CARDS EXAMPLE

Öz

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.

Anahtar Kelimeler

Gamification, TOY Cards, External Customer, Internal Customer

Proje Numarası

Yok

Kaynakça

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