Gamificação em uma academia de ginástica: análise de compreensão e aceitação

Abstract

The term gamificação derives from the English gamification and until the present moment has no literal translation in Portuguese. It originates in the studies on electronic games focusing on the strong influence it exerts on human behavior. It has been widely disseminated in the organizational environment as a method of obtaining competitive advantage based on its platform that contains elements such as competitiveness, code of conduct, goals and objectives very similar to the modus operandi of commerce. This work is a case study carried out in a gym located in the city of Dourados-MS, in order to evaluate the possibility of using an approach based on the studies on gamification to create solutions to the problem of the high turnover of clients observed by the segment. The research follows the quantitativequalitative model and initially counted on bibliographical surveys, based on already published materials, scientific articles, books, digital platforms and also an interview was conducted with the owner of the academy to better understand the environment and the problem. The data collection was performed in the period of November 2018 and the sample counted 106 students of both sexes who already attend the academy focus of the study. The analysis was descriptive and exploratory and generated favorable results regarding the possibility of applying a gamified approach for the purpose of student loyalty and engagement.