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
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.
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