Abstract:
Purpose – In line with the recent adoption of game dynamics to promote motivation and engagement in business contexts, the purpose of this paper is to analyze how gamification tools (i.e. points, levels, challenges, badges and ranking) are used to manage cooperation networks.
Design/methodology/approach – To develop this purpose, an exploratory case study is conducted on the RedeMac Qualifying Program as a set of tools to enhance customer service in RedeMac, a cooperation network of hardware stores in southern Brazil.
Findings – The results showed the motivating role of gamification in engaging associates to the network’s decisions. The findings also indicated the effectiveness of points and badges in engaging members and highlighted opportunities to apply tools of challenge. In addition, the paper argues about the constraints for ranking in cooperation networks.
Research limitations/implications – The study reinforces literature assumptions that stand for the motivating potential of points, levels, badges and challenges. However, the case study highlighted the constraints to adopt the ranking tool in cooperation networks.
Practical implications – From the managerial point of view, the study informs managers about the adoption of gamification tools to promote motivation and engagement of associates in cooperation networks, facilitating the achievement of collective goals.
Originality/value – In spite of the growth of empirical literature in applying gamification to business contexts, there are no reports of research about the adoption of gamification tools on cooperative relations in a network organization.
