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

dc.contributor.author	Tyrväinen, Olli
dc.contributor.author	Karjaluoto, Heikki
dc.contributor.author	Saarijärvi, Hannu
dc.date.accessioned	2020-08-26T10:56:23Z
dc.date.available	2020-08-26T10:56:23Z
dc.date.issued	2020
dc.identifier.citation	Tyrväinen, O., Karjaluoto, H., & Saarijärvi, H. (2020). Personalization and hedonic motivation in creating customer experiences and loyalty in omnichannel retail. <i>Journal of Retailing and Consumer Services</i>, <i>57</i>, Article 102233. <a href="https://doi.org/10.1016/j.jretconser.2020.102233" target="_blank">https://doi.org/10.1016/j.jretconser.2020.102233</a>
dc.identifier.other	CONVID_41773207
dc.identifier.uri	https://jyx.jyu.fi/handle/123456789/71520
dc.description.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.	en
dc.format.mimetype	application/pdf
dc.language	eng
dc.language.iso	eng
dc.publisher	Elsevier
dc.relation.ispartofseries	Journal of Retailing and Consumer Services
dc.rights	CC BY 4.0
dc.subject.other	retail
dc.subject.other	customer experience
dc.subject.other	omnichannel experience
dc.subject.other	personalization
dc.subject.other	hedonic motivation
dc.title	Personalization and hedonic motivation in creating customer experiences and loyalty in omnichannel retail
dc.type	article
dc.identifier.urn	URN:NBN:fi:jyu-202008265661
dc.contributor.laitos	Kauppakorkeakoulu	fi
dc.contributor.laitos	School of Business and Economics	en
dc.contributor.oppiaine	Digitaalinen liiketoiminta ja talous (painoala)	fi
dc.contributor.oppiaine	Digital marketing and Communication	fi
dc.contributor.oppiaine	Markkinointi	fi
dc.contributor.oppiaine	Basic or discovery scholarship	fi
dc.contributor.oppiaine	Digital Business and Economy (focus area)	en
dc.contributor.oppiaine	Digital marketing and Communication	en
dc.contributor.oppiaine	Marketing	en
dc.contributor.oppiaine	Basic or discovery scholarship	en
dc.type.uri	http://purl.org/eprint/type/JournalArticle
dc.type.coar	http://purl.org/coar/resource_type/c_2df8fbb1
dc.description.reviewstatus	peerReviewed
dc.relation.issn	0969-6989
dc.relation.volume	57
dc.type.version	publishedVersion
dc.rights.copyright	© 2020 the Authors
dc.rights.accesslevel	openAccess	fi
dc.subject.yso	personointi
dc.subject.yso	asiakaskokemus
dc.subject.yso	verkkokauppa
dc.subject.yso	asiakassuhde
dc.subject.yso	monikanavaisuus
dc.subject.yso	vähittäiskauppa
dc.subject.yso	asiakasuskollisuus
dc.format.content	fulltext
jyx.subject.uri	http://www.yso.fi/onto/yso/p21894
jyx.subject.uri	http://www.yso.fi/onto/yso/p24882
jyx.subject.uri	http://www.yso.fi/onto/yso/p9457
jyx.subject.uri	http://www.yso.fi/onto/yso/p4458
jyx.subject.uri	http://www.yso.fi/onto/yso/p23342
jyx.subject.uri	http://www.yso.fi/onto/yso/p14002
jyx.subject.uri	http://www.yso.fi/onto/yso/p7218
dc.rights.url	https://creativecommons.org/licenses/by/4.0/
dc.relation.doi	10.1016/j.jretconser.2020.102233
dc.type.okm	A1

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

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