Alternative engagement and assessment in accounting education

Abstract

This thesis introduces an innovative Student Loyalty Programme (SLP), inspired by commercial customer loyalty programmes, aimed at enhancing students’ sustained commitment to their studies in accounting education. Grounded in Self-Determination Theory, which traditionally emphasises intrinsic motivation, this thesis explores the strategic use of extrinsic motivators to develop effective learning habits that ultimately support and enhance intrinsic motivation. Specifically, this thesis explores how gamification can align students’ motivation with behaviours conducive to improved participation and active engagement. Habits, understood as automated responses to repeated behaviours, play a crucial role in maintaining student engagement, especially when intrinsic motivation varies. Drawing on marketing principles, this thesis details the design and implementation of the SLP, establishing parallels with customer loyalty programmes. The methodology employs a mixed-methods approach, analysing quantitative data on student participation and active engagement and a combination of quantitative and qualitative feedback on the students’ experience of the SLP. Students reported general satisfaction with the usability of the system as well as improved motivation and active engagement with the SLP, highlighting the practical benefits of integrating gamification into an educational setting. This comprehensive approach not only enriches our understanding of student motivation and habit formation but also extends the application of gamification from the commercial to an education context. In conclusion, this thesis lays the foundation for structured gamified educational programmes that can foster enhanced students’ motivation, effective learning habits, and improved academic outcomes.