A Review on Gamification and its Potential to Motivate and Engage Employees and Customers: Employee Engagement through Gamification

The concept of gamification uses the human behavior of indulging in gaming activities and combines it with their work with the purpose of enhancing, employee engagement. Game mechanics and dynamics are able to positively influence human behavior because they are designed to drive the players above the activation threshold. Achievements, appointments, bonuses, levels, points are some of the game mechanics which are used for influencing human behavior and human desires. These human desires have been referred to as game dynamics. The applications of Gamification range from being useful in the internal organizational processes of recruitment, employee recognition, employee performance, training programs, wellness and safety as well as customer oriented applications of building brand loyalty, enhancing customer satisfaction and engagement. This research paper aims to review this emerging concept, its literature and theoretical development along with a highlight on the present applications of gamification and their role in enhancing engagement and motivation of the users.