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Purpose
The emergence of mHealth applications has led to the rise of health-based services delivered over smartphones. Younger people are often found to be more innovative toward technology, especially related to smartphones (Rai et al., 2013). Most mHealth application downloaders are continually shifting between applications because of the hyper-competition making achieving loyal consumers challenging (Racherla et al., 2012). The purpose of this paper is to study the determinants that help increase young consumers mHealth application loyalty. This study integrates self-determination theory (SDT), gamification elements and engagement to examine loyalty.


Design/methodology/approach
A valid sample of 263 college student's data was obtained for data analysis from a survey conducted in multiple campuses of the Delhi University in India.


Findings
The three psychological needs: need for autonomy, need for competence and need for relatedness, showed a positive impact on intrinsic motivation. From the gamification factors; perceived playfulness, the level of challenge and social interaction, only the first two showed a positive impact on extrinsic motivation. Both motivation factors influence engagement, showing a frequent interaction with the application, leading to loyalty.


Originality/value
Previous studies examined the adoption of mHealth services, this study is one of the first to examine young consumers' loyalty in using mhealth apps. It sheds light on the existing literature and contributes to research on mHealth applications by determining the factors that lead to loyalty by the young consumers.

Competition for use of different mobile applications (apps) is intense. How to improve user loyalty to mobile apps is an urgent issue for enterprises to solve. Gamification has become an important means of attracting users' attention to apps. In this study 357 participants completed
a questionnaire assessing human–computer interaction, interpersonal interaction, perceived playfulness, user loyalty, and involvement with reference to the payment app Alipay and the game within it, . Structural equation modeling was performed and the results showed that both human–computer
interaction and interpersonal interaction promoted perceived playfulness, which contributed to user loyalty. Finally, involvement played a positive role in the relationship between perceived playfulness and user loyalty.

We investigated the effects of the holistic brand experience of branded mobile applications (apps) on brand loyalty in a sample of 223 university students. Results showed that affective, cognitive, behavioral, and relational holistic brand experiences had significant effects on brand
loyalty; however, the effect of sensory experience on brand loyalty was nonsignificant. Further, the involvement level of branded apps had a significant effect on the relationship between brand experience of branded apps and brand loyalty; however, this effect differed depending on gender.
For males, the effects of cognitive, behavioral, and relational experiences on brand loyalty were significant, whereas, for females, this was true of the effects of affective, cognitive, and behavioral experiences. The results have important theoretical implications for extending holistic
brand experience to the new media area. In practical terms, we provide important suggestions about the use of branded apps as tools for corporate marketing communications.

With the spread of COVID-19, the development and distribution of mobile apps is a significant issue for sustainable growth in service industries. This study identified the relationship between customer loyalty to mobile apps and brand loyalty, and investigated the role of perceived
benefits provided by mobile apps in enhancing brand loyalty. We integrated a set of perceived benefits into the expectation–confirmation model and collected data through a survey of 365 consumers in South Korea who used mobile apps of coffee chains. Results reveal that brand loyalty
was affected by consumer satisfaction with and loyalty to mobile apps. Entertainment and recognition both played a significant role in increasing loyalty to mobile apps, but the effects of monetary saving and exploration were nonsignificant. The study findings confirm the positive impact of
social benefits on consumer satisfaction with and loyalty to mobile apps.

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This study empirically examined customer loyalty to mobile phone brands in Nigeria with specific objectives of establishing customers' preference for the different brands of mobile phone; ascertain the rationale for customer loyalty and preference for mobile phones; and examining the influence of demographic variables on customer loyalty to mobile phone usage. A survey research design with the use of questionnaire was adopted to generate the needed data for the study. The population of the study comprised users of mobile phones in the university community, ministries, and secondary schools in Benin City, Nigeria. Copies of questionnaire were administered to two hundred (200) respondents out of which one hundred and ninety-four (194) were returned and found useable. Statistical tools including simple percentage, mean, t-test and analysis of variance (ANOVA) were employed for data analysis through the use of Statistical Package for Social Sciences (SPSS 22.0). The study found that there is a significant relationship between respondents' demographics (gender, age and educational qualification) and customer loyalty at a 5% level of significance. Based on the investigated factors influencing mobile phone purchases such as quality, functionality, cost, durability and ease of maintenance, the study revealed that Nokia, Blackberry and Samsung are the most preferred mobile phones in Nigeria. The study, therefore, recommends that manufacturers of mobile phones should ensure that their products are of good quality, durable, affordable, easy to repair and capable of performing multiple functions so that those customers who like using more than one phone with different functional varieties can be loyal to a particular brand.

AbstractSmartphones have permeated daily human life and play a role in various areas. Loyalty to smartphones holds significant implications for both businesses and customers. This study constructed a research model that considers smartphones as parallel to telecom services. The model comprises devices and mobile carriers as the main axes. The study designates exogenous variables as symmetric factors and common factors. The research collected empirical questionnaire responses from 357 smartphone users. Data analysis was conducted using partial least squares structural equation modeling. The findings revealed that brand image and apps are significantly related to device satisfaction. The results demonstrated that apps, corporate image, and perceived fees are crucial determinants of carrier satisfaction. The analysis also showed that both device satisfaction and mobile carrier satisfaction influence loyalty.

Purpose
The purpose of this paper is to examine specific gratifications obtained from using mobile instant messaging (MIM) applications by applying the uses and gratifications theory. This study explores the relationships between motivational factors, customer engagement and loyalty for existing WhatsApp subscribers in South Africa, as well as the moderating effect of application usage.


Design/methodology/approach
A descripto-explanatory research design was used in this quantitative study and 282 responses from an online survey were analysed. Structural equation modelling was used to test the study's hypotheses.


Findings
The study reveals that utilitarian and hedonic motivation impact customer engagement positively in using WhatsApp, which, in turn, impacts loyalty. Social motivation in using WhatsApp bore no relationship with customer engagement. Furthermore, medium application usage moderates the link between customer engagement and utilitarian and hedonic motivation.


Research limitations/implications
The study offers a greater understanding of customer engagement and motivational factors in the MIM environment. Future studies could consider more complex relationships with customer engagement in using MIM apps focussed on a younger generation.


Practical implications
MIM service providers should enhance customer engagement by tracking user activity and identifying customers who need to use an app more by targeting their utilitarian and hedonic needs through sophisticated marketing strategies.


Originality/value
This research enriches the understanding of key motivational factors impacting customers' continued engagement towards using MIM, as opposed to the adoption thereof.