Service design through the emotional mechanics of gamification and value co-creation: a user experience analysis

Service design is a practice-based discipline developed as a co-creative and human-centred view of service-dominant logic (S-D logic). In the literature, operationalisation of S-D logic requires integration with other approaches that encourage continued interactions with users through the evolution of the design process. Emotional mechanics of gamification can facilitate these interactions, creating a conducive environment for value co-creation. We address the problematization of service design and try to operationalise SD logic as a theoretical framework. Emotional mechanics of gamification and the value co-creation are antecedents of service design. The aim of this study is to analyse the impact of the emotional mechanics of gamification in service design to foster co-creation experiences. Value co-creation is included as a mediating variable in the relationship between the emotional mechanics of gamification and service design. A quantitative approach through structural equation modelling was applied. Simple random sampling and a self-administered questionnaire were used to gather data from 390 users of gamified sports applications. The study contributes to the literature on service design, gamification and value co-creation by proposing and validating a theoretical framework based on a mix of human-centred design and value-co-creation. It can also be applied as a practical tool in customer engagement.

Automated summary

Service design is a practice that views service-dominant logic (S-D logic) as co-creative and human-centered. Integration with other approaches that encourage continuous interactions with users is needed for the operationalization of S-D logic. Gamification's emotional mechanics can facilitate these interactions and create an environment for value co-creation. This study aims to analyze the impact of gamification's emotional mechanics on service design and value co-creation experiences. Through structural equation modeling, the study validates a theoretical framework that combines human-centered design and value co-creation, contributing to the literature on service design, gamification, and value co-creation. It can also be used as a practical tool for customer engagement.