چكيده به لاتين
Today, suppliers are competing in overproduction, sales and customer retention, so attention to supply chain components has increased. Although in recent years the importance of the customer, especially the loyalty of end-customers, has received much attention, every manufacturing company needs to work with its suppliers to produce any product or service. Thus, paying attention to the needs of suppliers will have a major impact on the satisfaction and interaction of suppliers and producers. In this research, in order to increase the motivation and participation of suppliers in the process of providing automobile parts for Iran Khodro Company we used Gamification which is one of the new ways to increase the motivation of individuals and organizations, to improve the satisfaction of suppliers and manufacturers.
Gamification mechanics were identified through interviews and brainstorming. In order to identify the mechanics used in the survey, the Octalysis framework was used. This framework consists of eight core drives with multiple gamification mechanics embedded in each drive and each of these drives was used in the final design of the system. These eight core drives include epic meaning & calling, development & accomplishment, empowerment of creativity & feedback, ownership & possession, social influence & relatedness, scarcity & impatience, unpredictability & curiosity, and loss & avoidance. On this basis, a model was designed and we distributed 260 questionnaires with a five-point Likert scale to Iran Khodro suppliers, then questionnaires were collected and statistical analyzes such as Cronbach's alpha were performed to confirm the reliability and validity of the questionnaires. We used LISREL software for confirmatory analysis. According to the research results, a gamified system was designed to improve the satisfaction of suppliers from producer.
