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

Year of publication

2020

Authors

Tyrväinen, Olli; Karjaluoto, Heikki; Saarijärvi, Hannu

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.
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Organizations and authors

University of Jyväskylä

Karjaluoto Heikki Orcid -palvelun logo

Tyrväinen Olli

Tampere University

Saarijärvi Hannu

Publication type

Publication format

Article

Parent publication type

Journal

Article type

Original article

Audience

Scientific

Peer-reviewed

Peer-Reviewed

MINEDU's publication type classification code

A1 Journal article (refereed), original research

Publication channel information

Publisher

Elsevier

Volume

57

Article number

102233

​Publication forum

61569

​Publication forum level

1

Open access

Open access in the publisher’s service

Yes

Open access of publication channel

Partially open publication channel

Self-archived

Yes

Article processing fee (EUR)

583

Year of payment for the open publication fee

2020

Other information

Fields of science

Business and management

Keywords

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Publication country

United Kingdom

Internationality of the publisher

International

Language

English

International co-publication

No

Co-publication with a company

No

DOI

10.1016/j.jretconser.2020.102233

The publication is included in the Ministry of Education and Culture’s Publication data collection

Yes