Optimizing fitness app features for enhanced user loyalty: A multi-study analysis
Author Identifier
Sanjit K. Roy: https://orcid.org/0000-0003-4932-2222
Document Type
Journal Article
Publication Title
Marketing Intelligence and Planning
Publisher
Emerald
School
School of Business and Law
Publication Unique Identifier
10.1108/MIP-09-2023-0508
Abstract
Purpose: This research addresses the gap between high fitness app adoption rates and low user retention by exploring the psychological and motivational factors driving consumer preferences and sustained engagement. It investigates how specific attributes influence user behavior and lead to long-term loyalty. Design/methodology/approach: Following an empirics-first approach, the study adopts a two-study design. Study 1 (n = 250) employs conjoint analysis to identify key consumer preferences, focusing on attributes such as app type, demonstration quality and price. Study 2 (n = 373) applies the Task Technology Fit (TTF) and Unified Theory of Acceptance and Use of Technology (UTAUT) frameworks to examine how these attributes drive continuous usage and behavioral intention. Findings: The results reveal that TTF and performance expectancy are critical drivers of sustained engagement, while effort expectancy and facilitating conditions further strengthen behavioral intention. Personalized content, ease of navigation and gamification elements emerge as significant factors in promoting user loyalty. The study highlights the importance of aligning app features with user goals and ensuring seamless user experiences through technical support and simplified interfaces. Practical implications: This research offers actionable insights for app developers and marketers, emphasizing the need for personalization, gamification strategies and intuitive design to foster engagement. Facilitating conditions, such as technical support, play a crucial role in retaining users and sustaining loyalty. Originality/value: By integrating TTF and UTAUT frameworks, this study provides a comprehensive understanding of the relationship between technology and user behavior. It advances both theoretical and practical knowledge in the context of mHealth applications, addressing the challenge of bridging consumer adoption and long-term loyalty.
DOI
10.1108/MIP-09-2023-0508
Access Rights
subscription content
Comments
Roy, S., Kesharwani, A., Roy, S. K., & Bolar, K. (2025). Optimizing fitness app features for enhanced user loyalty: A multi-study analysis. Marketing Intelligence & Planning. Advance online publication. https://doi.org/10.1108/MIP-09-2023-0508