A1 Journal article (refereed)
Personalization and hedonic motivation in creating customer experiences and loyalty in omnichannel retail (2020)

Tyrväinen, O., Karjaluoto, H., & Saarijärvi, H. (2020). Personalization and hedonic motivation in creating customer experiences and loyalty in omnichannel retail. Journal of Retailing and Consumer Services, 57, Article 102233. https://doi.org/10.1016/j.jretconser.2020.102233

JYU authors or editors

Publication details

All authors or editors: Tyrväinen, Olli; Karjaluoto, Heikki; Saarijärvi, Hannu

Journal or series: Journal of Retailing and Consumer Services

ISSN: 0969-6989

eISSN: 1873-1384

Publication year: 2020

Volume: 57

Article number: 102233

Publisher: Elsevier

Publication country: United Kingdom

Publication language: English

DOI: https://doi.org/10.1016/j.jretconser.2020.102233

Publication open access: Openly available

Publication channel open access: Partially open access channel

Publication is parallel published (JYX): https://jyx.jyu.fi/handle/123456789/71520


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.

Keywords: retail trade; electronic commerce; multichannel; personifying; customer experience; customer relationship; customer loyalty

Free keywords: retail; customer experience; omnichannel experience; personalization; hedonic motivation

Contributing organizations

Ministry reporting: Yes

Reporting Year: 2020

JUFO rating: 1

Last updated on 2022-20-09 at 15:24