Personalization as a loyalty strategy in electronic commerce
DOI:
https://doi.org/10.31617/2.2024(49)01Keywords:
personalization, e-commerce, loyalty, customer experience, strategies, surveys, audience segmentation.Abstract
A comprehensive study of the impact of personalization strategies on customer loyalty in e-commerce was conducted. E-commerce has become an important segment of business and it is important to understand how personalization can influence customer behavior and loyalty. Different aspects of personalization are analyzed, including personalized recommendations, personalized offers and adaptive web design. Competition in e-commerce is increasing, and companies are looking for ways to differentiate themselves and attract and retain customers. It is hypothesized that the higher the level of personalization, the more customers become brand loyal. The methodology includes a mixed approach, combining quantitative data from surveys and qualitative analysis of interviews. The obtained results confirm that companies that successfully implement personalization observe a growth in customer loyalty.
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