The effect of gamification theory on firm performance in learning organizations

Gamification has become a popular concept in recent years, and it helps solve problems in real life by using game techniques. Gamification is an entertaining application that attracts the viewer's attention, provides focus, and arouses interest. In the dynamic world we live in, it has become increasingly difficult to attract individuals' interest and attention thus many organizations have started using gamification applications to address issues as a game and aim to grasp the attention of the users to enhance their engagement and behavior. This study's primary purpose is to investigate in what direction and to what extent gamification applications in learning organizations affect job and company performance through organizational memory. This study was conducted with companies in Turkey using the gamification application. Data was collected from 143 participants. Participants who completed the survey were familiar with the gamification application and used the tool long enough to determine its effectiveness on job and company performance. Collected data was analyzed using SPSS. As a result of the analysis, it was observed that while gamification applications had a high impact on job performance, it partially affected firm performance. Findings also revealed that learning organizations and organizational memory partially affect company performance positively through job performance. In light of the findings, the research results were discussed, and various recommendations were suggested to academics and administrators.