Oyunlaştırılmış satış deneyiminin satış performansına etkisinde içsel motivasyonun aracı etkisi: Telekomünikasyon sektöründe bir uygulama

Öz

Telekomünikasyon sektörü rekabetin yoğun yaşandığı sektörler arasındadır. Teknolojik gelişmeler sayesinde sektörün yapısı her geçen gün genişlemekte ve hizmet veren firma sayısı da bu gelişmelere bağlı olarak artmaktadır. Sektörde artan rekabetle birlikte firmalar, sektörde tutunabilmek ve pazar paylarını genişletebilmek için çeşitli pazarlama stratejileri uygulamaktadırlar. Satış personellerine yönelik geliştirilen oyunlaştırılmış satış süreçleri son zamanlarda sektörde satış performansını artırıcı faaliyetler arasında uygulanmaktadır. Bu araştırma, telekomünikasyon sektöründe oyunlaştırılmış satış süreçlerinin satış performansına etkisi ve bu etkide çalışanların içsel motivasyonlarının rolünün belirlenmesi amacıyla uygulanmıştır. Araştırma telekomünikasyon sektöründe hizmet veren bir firmanın 207 satış personelinin katılımı ile gerçekleştirilmiştir. Anket yoluyla toplanan veriler yapısal eşitlik modeli ve AMOS istatistik programı ile test edilmiştir. Araştırma sonuçlarına göre, oyunlaştırma deneyiminin satış performansına ve içsel motivasyona, içsel motivasyonun satış performansına pozitif ve anlamlı etkisi tespit edilmiştir. Ayrıca oyunlaştırma deneyiminin satış performansına etkisinde içsel motivasyonun aracı etkisi tespit edilmiştir. Oyunlaştırılmış satış içeriklerinin satış personelinin ilgisini çektiği, kabullenildiği ve benimsendiği anlaşılmıştır.

Anahtar Kelimeler

• Oyunlaştırma
• içsel motivasyon
• satış performansı
• telekomünikasyon

The mediating effect of intrinsic motivation on the impact of gamified sales experience on sales performance: An application in the telecommunications sector

Öz

The telecommunications sector is one of the industries experiencing intense competition. Owing to technological advancements, the structure of the sector is continuously expanding, and the number of service providers is increasing accordingly. As competition intensifies, companies are adopting various marketing strategies to maintain their market position and expand their market share. Recently, gamified sales processes designed for sales personnel have been introduced as initiatives to enhance sales performance. This study aims to examine the impact of gamified sales processes on sales performance in the telecommunications sector, with a particular focus on the mediating role of employees' intrinsic motivation. The study was conducted with the participation of 207 sales personnel employed by a company operating in the telecommunications sector. Data collected via a survey were analyzed using Structural Equation Modeling (SEM) with the AMOS statistical software. The results indicated that the gamification experience had a positive effect on both sales performance and intrinsic motivation. Additionally, intrinsic motivation was found to have a positive effect on sales performance. Moreover, intrinsic motivation was identified as a mediating variable in the relationship between gamification experience and sales performance. The findings suggest that gamified sales content successfully captures the interest of sales personnel and is widely accepted and embraced by them.

Anahtar Kelimeler

• Gamification
• Competition
• Sales Development
• Telecommunications

Kaynakça

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