What is the impact of gamification on employee motivation in service companies ? / Mamoudousriffe KEBE / 2022

Titre : What is the impact of gamification on employee motivation in service companies ? Type de document : Mémoire Auteurs : Mamoudousriffe KEBE, Auteur Année de publication : 2022 Importance : 33 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de la page. Langues : Anglais (eng) Mots-clés : Management EMPLOYE ; ENTREPRISE ; JEU D'ENTREPRISE ; MOTIVATION Résumé : The game in the company emerged in the early 20th century. The objective was to allow employees to temporarily escape the constant pressures of work. Indeed, this period was linked to the development of various scientific work organizations (Taylorism, Fordism, Toyotism) which advocated productivity above all else. In the 80's, the awareness of the employees, demanding more independence and responsibility, made companies evolve. This led to the introduction of the game in company and its democratization in many companies. The activities organized by employees were a way to claim power. Over time, the notion of "game in company" has been replaced by the term "gamification", which has been taken from the world of video games and is seen as a way to experience satisfaction or well-being at work through the realization of playful activities. Thus, thanks to gamification, work has become a place of fulfillment. Indeed, seeing the multiple benefits offered by gamification, companies are using this phenomenon more and more to both increase employee motivation and increase their productivity. This dissertation will allow us to demonstrate the link between the games played in service companies and the motivation of employees. So naturally we can ask the following question: What is the impact of gamification on employee motivation in service companies? The issue raised is relevant because service companies are currently facing a high turnover rate. Indeed, the drudgery in this sector or the lack of responsibility push employees to desert the service functions. These companies have even tried several marketing techniques such as strengthening their presence on social networks to optimize their communications around recruitment, but all these actions have only served to delay the deadline: the flight of employees. Service companies are now experimenting with the gamification option after having observed its success in other sectors. Indeed, the objective is twofold: to keep their talents by increasing their responsibilities and their satisfaction, but also to promote company indirectly via their employees (word of mouth).Thus, to see the effectiveness of games in the service sector and thus their impact on employee motivation, we will first present our literature review which includes all our research (academic articles and google scholar articles). Secondly, we will present our hypotheses that will allow us to confirm or not the influence of gamification on employee motivation. Then we will specify the methodology used to carry out this dissertation. Finally, we will analyze the results obtained and we will observe the limits encountered during the writing of this dissertation. Programme : MSc Digital Expertise for Marketing Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572163