The effect of gamification on brand loyalty: Yemeksepeti-club gamification example

The rapid development of technology affects every field, as well as consumer behavior. Consumers can now access the product much more quickly than in the past, and they can get bored of the product very quickly and turn to alternative products. This situation pushes businesses to be up-to-date. Businesses that want to differentiate themselves from their competitors also turn to different marketing activities in order to increase the loyalty of their customers in a positive way. Gamification, which has become popular today, is one of them. Businesses that want to gain new customers, keep their customers and increase their loyalty levels can bring gamification to their mobile applications and/or websites to ensure that the consumer has a positive experience, that the consumer spends more time with the brand, that the time spent leaves a positive impression on the consumer's mind, and that the consumer becomes a habit of buying again. Aims to shorten retrieval time. As brands turn to gamification applications, academic interest in this field has also increased. When the studies in the literature are examined, it is seen that the effect of gamification applications in the field of marketing has been examined from different perspectives. This study aimed to measure and test the effect of gamification application on brand loyalty, as a subject that will contribute to the field. Within the scope of the research, convenience sampling method was used and the surveys filled out by 405 people were analyzed. As a result of the research, it was determined that gamification applications had a significant and positive effect on brand loyalty. Keywords: Brand, Brand Loyalty Game, Gamification, Y-Club, Yemeksepeti