Mémoire-projet

Abstract

This thesis examines the role of gamification in supporting the adoption of a CRM system within Barbarich, a Belgian company specialized in the import and distribution of snacks, beverages, and confectionery products. In a context of digital transformation and company growth, Barbarich implemented a CRM tool to improve customer relationship management, centralize commercial information, and structure sales activities. However, the integration of the system into the daily practices of sales representatives remains uneven.

The study combines a literature review on digitalization, resistance to change, motivation, and gamification with a qualitative research approach based on semi-structured interviews conducted with sales employees. Particular attention is given to the Technology Acceptance Model (TAM) and Self-Determination Theory in order to better understand the factors influencing employee engagement with digital tools.

The research aims to identify the main barriers limiting CRM adoption and to analyze whether gamification mechanisms could encourage a more regular and effective use of the system. The findings highlight the importance of perceived usefulness, ease of use, autonomy, and recognition in employees’ acceptance of the CRM. They also show that certain gamification mechanisms, especially those focused on progression and feedback, may positively influence motivation when adapted to the company’s context and employees’ needs.

Finally, this thesis proposes recommendations to support CRM adoption and strengthen employee engagement while emphasizing the importance of balancing technological, organizational, and human factors in digital transformation projects.