Personalization dan Hedonic Motivation dalam Menciptakan Customer Experience dan Loyalty pada Ritel Omnichannel

Deskripsi

This study examines the effect of personalization and hedonic motivation on customer experience and loyalty in the context of omnichannel retail. This study developed eight hypotheses that were tested using a survey sample with a total of 281 respondents who were analyzed using Partial Least Squares - Structural Equation Modeling (PLS-SEM). Data was collected by distributing online questionnaires containing 18 questions. The results of the study support all hypotheses that confirm personalization and hedonic motivation have an influence on creating emotional and cognitive customer experiences..Ada Tabel