Personalization and hedonic motivation in creating customer experiences and loyalty in omnichannel retail

Tyrväinen, Olli; Karjaluoto, Heikki; Saarijärvi, Hannu

doi:10.1016/j.jretconser.2020.102233

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Tyrväinen, O., Karjaluoto, H., & Saarijärvi, H. (2020). Personalization and hedonic motivation in creating customer experiences and loyalty in omnichannel retail. Journal of Retailing and Consumer Services, 57, Article 102233. https://doi.org/10.1016/j.jretconser.2020.102233

Julkaistu sarjassa

Journal of Retailing and Consumer Services

Tekijät

Tyrväinen, Olli |

Karjaluoto, Heikki |

Saarijärvi, Hannu

Päivämäärä

2020

Oppiaine

Digitaalinen liiketoiminta ja talous (painoala)Digital marketing and Communication Markkinointi Basic or discovery scholarship Digital Business and Economy (focus area)Digital marketing and Communication Marketing Basic or discovery scholarship

Tekijänoikeudet

This study examines the effects of personalization and hedonic motivation on customer experience and its loyalty outcomes in omnichannel retail context. The study develops eight hypotheses which are tested using two survey samples (Finland (n = 2084) and Sweden (n = 2334). In addition, empirical analysis includes 20 semi-structured interviews. The findings support all the hypotheses confirming the positive relationships personalization and hedonic motivation have on cognitive and emotional customer experience components. Further, the positive effects of customer experience on loyalty are confirmed. The results provide both theoretical and managerial insights for improved CX and customer loyalty.

Julkaisija

Elsevier

ISSN Hae Julkaisufoorumista

0969-6989

Lisenssi

Ellei muuten mainita, aineiston lisenssi on CC BY 4.0

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