Personalization and hedonic motivation in creating customer experiences and loyalty in omnichannel retail
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
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Journal of Retailing and Consumer ServicesDate
2020Discipline
Digitaalinen liiketoiminta ja talous (painoala)Digital marketing and CommunicationMarkkinointiBasic or discovery scholarshipDigital Business and Economy (focus area)Digital marketing and CommunicationMarketingBasic or discovery scholarshipCopyright
© 2020 the Authors
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.
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ElsevierISSN Search the Publication Forum
0969-6989Keywords
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Except where otherwise noted, this item's license is described as CC BY 4.0