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.
Show moreOrganizations and authors
Tampere University
Saarijärvi Hannu
Publication type
Publication format
Article
Parent publication type
Journal
Article type
Original article
Audience
ScientificPeer-reviewed
Peer-ReviewedMINEDU's publication type classification code
A1 Journal article (refereed), original researchPublication channel information
Publisher
Volume
57
Article number
102233
ISSN
Publication forum
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