6533b831fe1ef96bd1298e04
RESEARCH PRODUCT
false
subject
MarketingCustomer experienceHedonic motivationmedia_common.quotation_subject05 social sciencesCognitionAdvertisingContext (language use)PersonalizationLoyalty business modelOmnichannel0502 economics and businessLoyalty050211 marketingPsychology050203 business & managementmedia_commondescription
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.
| year | journal | country | edition | language |
|---|---|---|---|---|
| 2020-11-01 | Journal of Retailing and Consumer Services |