Leveraging Gamification for Increased Motivation in Mobile Applications : A Quantitative Study Using Self-Determination Theory & Service-Dominant Logic

Abstract: Due to the increasing digitization of society, Gamification of services has become increasingly proliferated. Identifying and knowing how to manipulate the factors for successful implementation of gamification strategies is paramount. This study focuses on the factors of intrinsic motivation as identified by Self-Determination Theory while utilizing the principles of Service-Dominant Logic. Though the relationship between Self-Determination Theory and Gamification is relatively well researched, this is the first study to examine the relationship between all of these three distinct theories. This is a deductive quantitative study wherein upon an extensive theoretical and literature chapter, a collection of survey questions was devised and disseminated to appropriate audiences. This approach yielded 108 survey answers which were designed to examine independent versus dependent variables in order to draw a conclusion on specific relationships. The research findings revealed that the combination of Self-Determination Theory and Service-Dominant Logic did not yield any significant benefits when attempting to enhance customer motivation. Consequently, this study failed to provide evidence supporting the notion that these theories, when employed collectively within a gamification context, could produce more positive outcomes in comparison to Self-Determination Theory alone. The study yielded some interesting implications. Managers must exercise caution regarding the adverse effects that excessive customer autonomy can have. They should strive to establish a well-defined equilibrium between granting customers control while still meeting their expectations. Moreover, managers must tactfully avoid making customers feel inadequate which can be done through offering manageable challenges and tailoring products and services to suit their unique requirements. Lastly, managers should account for the preferences of their target audience when implementing gamification and allocate resources to research and development to remain informed about the latest advancements in this field.