Gamification Influence on the Quality of Employee Knowledge Contributions: Gender Disparity in Service Organizations Post Covid-19

Abstract

Covid-19 has emerged with inevitable changes in societies around the world. Organizations face difficulties in both pandemic and post-pandemic situations, engaging people towards producing knowledge to remain competitive. Knowledge is deemed to be a crucial asset for organizations. Quality knowledge contribution among employees can provide a competitive advantage by enabling them to serve their clients in a more advanced and well-organized manner. Despite this, research on knowledge management activities in service organizations in South Asia, specifically in Bangladesh, is limited. This study is motivated to explore the post-pandemic scenario of a developing country based on the service sector. The study aims to understand the relationship between gamification and employee knowledge contribution with a diverse group response highlighting gender aspects in the context of Bangladesh. The study employs a quantitative method, gathering data from various service sector employees through a questionnaire survey. This study develops a research model relating organizational gamification activities (rewardability and competition) and quality knowledge contribution. The results confirm the impact of rewardability and competition on employee quality knowledge contribution, with the multi-group analysis based on gender showing disparities between male and female responses. Male responses found a significant relationship between gamification and quality knowledge contribution with both activities. In contrast, female responses are insignificant considering competition regarding quality knowledge contribution. The study result produces a unique context related to Bangladesh's service sector as the first initiative to the best of our knowledge. The study recommends modifications in service organizations to foster an environment that promotes quality knowledge contribution in day-to-day transactions. It will also enhance issues related to women's empowerment and the quest for new approaches the organization may rethink to remain competitive. Therefore, the study's findings can provide research pleas to the policymakers, academics, and practitioners and will explore diversity in similar economies related to the service sector.