Experiences that matter? The motivational experiences and business outcomes of gamified services

Abstract

Digital service providers are increasingly “gamifying” their services (i.e., enriching non-game services with game elements) to foster additional user value in terms of specific user experiences. Understanding how such experiences of gamified services influence business outcomes is critical. Drawing on service-dominant logic and self-determination theory, this research examines the impact of motivational user experiences (self-development, social connectedness, expressive freedom, and social comparison) on firm-beneficial behavior. Findings from a cross-contextual study reveal that motivational experiences increase these outcomes to different extents. Among the experiences examined, self-development has the strongest effect on business outcomes. Importantly, some experiences interact in a way that negatively affects those outcomes. For instance, the interplay between social comparison and social connectedness or expressive freedom is dysfunctional and impairs firm-beneficial user behavior. The study's results help service providers to prioritize those experiences that matter most for their business goals.