The Effects of Gamification : Management perspective in retail

Abstract: This thesis describes connections between gamification theory, motivation theory, and economic performance, while also covering how managers can motivate employees. Having motivated employees has a lot of benefits, for example positive effects on the companies' financial results. Employee motivation can have an impact on economic performance in an organisation through productivity, effectiveness, and profitability. Gamification, that is the use of game design elements in non-game contexts, is used by different organisations and in different contexts. The purpose of the study is to create a better understanding of the impact gamification can have on the motivation of employees in Swedish retail stores and what effects it in turn has on the companies' financial results. The focus will be on how store managers experience it. The thesis is intended to contribute with increased information and knowledge about what gamification is, how gamification can be used and what effects gamification can have on employee motivation and for companies' financial results. The theoretical framework and the empirical findings show that gamification has a positive impact on the motivation of retail employees. The increase in motivation may have a positive affect on employee effectiveness and productivity. Furthermore, increased employee effectiveness may increase the profitability of an organisation.