A gamificação corporativa e o engajamento dos colaboradores: um estudo de caso em uma empresa do varejo farmacêutico

Abstract

Gamification refers to the use of game mechanics to influence behavior and emotions in traditionally non-game contexts. It can be defined as a post-positivist social scientific subdiscipline of game science that explores various design techniques to add game elements to existing real-world processes. Aligned with this perspective, this research aims to investigate the relationships between work engagement and organizational efficiency in the context of a large company operating in the pharmacy segment. This is an exploratory-descriptive, documentary, experimental, and field study, conducted at the Shared Services Center of the company in focus, with an approach based on the Design Science Research - DSR method. To analyze the relationship between gamification and work engagement, questionnaires based on the Utrecht Work Engagement Scale (UWES-9 - Brazilian version) were applied. To analyze the relationship between gamification and organizational efficiency, documentary and content analyses were performed, as well as descriptive statistical techniques, with the support of MS Excel and Atlas TI software. The results in the quantitative and qualitative approaches indicate that there is a relationship between gamification and work engagement, considering the increase in work engagement rates, as well as the existence of a relationship between gamification and organizational efficiency, noting the achievement of business goals and the improvement of the indicators analyzed in this research, moreover, the reports of the employees themselves corroborate this relationship. Finally, it can be concluded that gamification, when applied according to methodological rigor, can generate positive impacts for employees and the organization. In the theoretical field, this study contributes to the organization of knowledge on gamification and its relationship with the variables work engagement and organizational efficiency. In the empirical field, this study offers concrete results on how the application of gamification through Werbach and Hunter's 6D Framework generates positive results in a pharmaceutical retailer