Personalization and hedonic motivation in creating customer experiences and loyalty in omnichannel retail
Abstract
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.
Main Authors
Format
Articles
Research article
Published
2020
Series
Subjects
Publication in research information system
Publisher
Elsevier
The permanent address of the publication
https://urn.fi/URN:NBN:fi:jyu-202008265661Use this for linking
Review status
Peer reviewed
ISSN
0969-6989
DOI
https://doi.org/10.1016/j.jretconser.2020.102233
Language
English
Published in
Journal of Retailing and Consumer Services
Citation
- 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
License
Copyright© 2020 the Authors