Narrative Gamification as a Method of Increasing Sales Performance: A Field Experimental Study
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Date
2018
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Abstract
There is ongoing dispute whether gamification is an effective tool in increasing sales
performance. Furthermore, there is a lack of evidence of gamification being a job performance
management tool. After the discussion of elements of gamification (with a focus on narration)
and the mechanism of this procedure, a field study was conducted to investigate whether
implementing narrative gamification within a company will increase sales performance.
The study involved 81 employees of two comparable franchise units. Over a period of two
months, in one franchisee the employees were working on their regular basis, while narrative
gamification took place in the second franchisee. The basic measures were the sales volume data
and sales change rates of the two telecommunications products.
Tests for difference and effect size were employed. The results of the intervention conducted
have shown that narrative gamification had a positive impact on sales performance after two
months. Not only did the sales performance in the gamified franchisee increase, but the increase
exceeded that of the other franchisee.
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Keywords
Gamification, Performance Management, Job Performance, Motivation, Work Engagement
Citation
International Journal of Academic Research in Business and Social Sciences, 8(3), 430–447.
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2222-6990