Martín-Peña, María LuzGarcía-Magro, CristinaSánchez López, José María2023-12-152023-12-152023-02-13Mª Luz Martín-Peña, Cristina García-Magro & José María Sánchez-López (2023) Service design through the emotional mechanics of gamification and value co-creation: a user experience analysis, Behaviour & Information Technology, DOI: 10.1080/0144929X.2023.21778230144-929Xhttps://hdl.handle.net/10115/27302Service 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. The 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 operationalize SD logic as a theoretical framework. The 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.engAttribution-NonCommercial 4.0 Internacionalhttp://creativecommons.org/licenses/by-nc/4.0/service designvalue co-creationuser experienceemotional mechanics of gamificationservice-dominant logicService design through the emotional mechanics of gamification and value co-creation: a user experience analysisinfo:eu-repo/semantics/article10.1080/0144929X.2023.2177823info:eu-repo/semantics/embargoedAccess