Why does Jehovah want us to serve Him WILLINGLY?

When you worship God, he wants you to surrender all to him, and think about it, if you were being forced to worship someone you didn't want to, would you really be happy? Everything you do would be in vein, and you would only be deceiving yourself, because those who are willing to worship him would be blessed, but if your not, then your just wasting your time. Also, choosing to serve GOd means that your dedicating yourself.