1
Industrial Engineering, Kadir Has University, İstanbul, Türkiye
2
Hepsijet R&D Center, Istanbul, Turkey
10.22034/ISS.2025.8415.1022
Abstract
This study explores the potential of gamification to enhance the motivation and performance of crowdsourced transporters in last-mile delivery by integrating a gamification framework into a state-of-the-art mobile application used by couriers. The framework includes courier profiles, prize badges, and monthly leadership races to increase participation and motivation. A 41-week pilot case study conducted across five logistics company distribution branches evaluated these elements' impact using a one-sided t-test with a significance level of 0.05, revealing statistically significant improvements in key performance metrics across all examined cities. The findings demonstrate that gamification is an effective strategy for increasing courier engagement and efficiency, highlighting its potential to address challenges in last-mile delivery by fostering motivation through competition and recognition. The study contributes to the understanding of gamification in logistics, offering valuable managerial insights for logistics managers and platform developers on designing and implementing gamification elements to optimize courier behavior and operational efficiency. It underscores the importance of customizing gamification features to match courier behavior and motivation patterns, emphasizing that gamification can improve service quality and customer satisfaction. This paper represents the first exploration of e-commerce logistics that integrates a gamification framework of this level of design and application in the literature, offering a novel approach to enhancing courier motivation and performance in last-mile delivery. Future research should explore the broader application of gamification across different stages of the logistics process to assess its long-term impact on performance and operational sustainability.
KÜP, E. T. , Türkmen, A. D. and Türkmen, A. (2025). A Gamification Framework for Crowdsourced Couriers: Turkish E-Commerce Logistic Company Case Study. Management Science and Information Technology, 2(1), 56-69. doi: 10.22034/ISS.2025.8415.1022
MLA
KÜP, E. T. , , Türkmen, A. D. , and Türkmen, A. . "A Gamification Framework for Crowdsourced Couriers: Turkish E-Commerce Logistic Company Case Study", Management Science and Information Technology, 2, 1, 2025, 56-69. doi: 10.22034/ISS.2025.8415.1022
HARVARD
KÜP, E. T., Türkmen, A. D., Türkmen, A. (2025). 'A Gamification Framework for Crowdsourced Couriers: Turkish E-Commerce Logistic Company Case Study', Management Science and Information Technology, 2(1), pp. 56-69. doi: 10.22034/ISS.2025.8415.1022
CHICAGO
E. T. KÜP , A. D. Türkmen and A. Türkmen, "A Gamification Framework for Crowdsourced Couriers: Turkish E-Commerce Logistic Company Case Study," Management Science and Information Technology, 2 1 (2025): 56-69, doi: 10.22034/ISS.2025.8415.1022
VANCOUVER
KÜP, E. T., Türkmen, A. D., Türkmen, A. A Gamification Framework for Crowdsourced Couriers: Turkish E-Commerce Logistic Company Case Study. Management Science and Information Technology, 2025; 2(1): 56-69. doi: 10.22034/ISS.2025.8415.1022
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