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

By Olli Tyrväinen, Heikki Karjaluoto, Hannu Saarijärvi. 2020

309 citations recorded by the source corpus.

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.

Subfields: Marketing, Organizational Behavior and Human Resource Management

View Paper: https://www.semanticscholar.org/paper/28d86b46d3f653a3edcd810fbff8679854b8d63d

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. Yogesh Kumar Dwivedi
2. Nir Kshetri

In Organizational Behavior and Human Resource Management

1. Yogesh Kumar Dwivedi
2. Niki Panteli
3. Nripendra P. Rana
4. Ali Abdallah Alalwan
5. Kuttimani Tamilmani

Citations in the corpus

• Generative artificial intelligence in marketing: Applications, opportunities, challenges, and research agenda (2023, background): “Prior researchers have suggested that personalization has a positive effect on emotional (e.g., moods, feelings, and emotions) as well as on cognitive (e.g., enjoyment, involvement, and concentration) customer experience (Tyrväinen et al., 2020).”