THE EFFECT OF THE USE OF GAMIFICATION STRATEGY IN MOBILE HEALTH APPLICATIONS ON CUSTOMER LOYALTY

The introduction of mobile technologies’s included users in the mobile world with new features. The progress of mobile marketing has affected the development of the mobile application market. Mobile applications, which developed in parallel with the development of mobile marketing, helped the development of new applications in the health sector. Developing mobile technologies’re becoming widespread in the health sector. With the mobile health applications developed, different opportunities can be offered to patients or users who want a healthier lifestyle, and the applications can have the power to increase the quality of life of people. One of the rising values in mobile health applications’s gamification. With gamification, health services can be offered to the user in a mobile environment. It aims to monitor their health by rewarding its users because it’s motivational on the basis of gamification. The gaming experience leads to the formation of loyalty towards the mobile application with the value created by the user by connecting to the mobile application. In this research, the effect of game experiences on customer loyalty as a result of gamified content in mobile health applications was investigated. As a result of the research, it’s been shown that the game experience dimensions in mobile health applications’ve a positive effect on customer loyalty and suggested that healthcare companies or application developers can apply gamification strategies in their mobile applications to increase the loyalty of their customers.