Abstract: This study examines how gamification affects customer loyalty with a specific focus on Apollo Pharmacy in Hyderabad, a major metropolis with a tech-savvy population. Gamification—the process of introducing game-like elements like challenges, badges, rewards, and points into non-gaming contexts—is gaining popularity as a customer engagement strategy across all industries. This study looks at how these gamified elements affect customer behavior, loyalty, and emotional ties to Apollo Pharmacy. Structured surveys were used to collect data from 128 participants, and correlation and regression analysis techniques were applied for analysis.

The results show that gamification and customer loyalty are strongly positively correlated, especially for younger age groups (less than 35), who demonstrated greater awareness, engagement, and trust in Apollo's loyalty programs. Redeemable points, digital health challenges, and referral rewards were found to be important loyalty-boosting elements. The study affirms that gamification can increase brand loyalty and repeat business, but it also emphasizes the need for greater awareness, customization, and simplification, particularly for senior citizens. The study adds to the scant body of knowledge on gamification in the retail pharmacy industry in India and offers practical suggestions for improving client interaction with gamified loyalty programs.

Keywords: Gamification, Customer loyalty, Apollo pharmacy, Business rewards, Loyalty programs

Downloads: | DOI: 10.17148/IARJSET.2024.114111