The impact of personalized user experience on customer satisfaction and loyalty in eCommerce

diplomski rad

• Naslov (hrvatski): Utjecaj personaliziranog korisničkog iskustva na zadovoljstvo i lojalnost kupaca u Ecommerceu
• Autor: Nikolina Božić-Kudrić
• Mentor: Miroslav Mandić (mentor)
• Ustanova koja je dodijelila akademski / stručni stupanj: Sveučilište u Zagrebu; Ekonomski fakultet; Zagreb
• Datum i država obrane: 2022-09-29, Hrvatska
• Znanstveno / umjetničko područje, polje i grana: DRUŠTVENE ZNANOSTI; Ekonomija; Marketing

Sažetak

In this study, the impact of personalized user experience on customer satisfaction and loyalty in eCommerce was examined. A structured online questionnaire or a survey, modeled on the basis of research conducted in the following papers: (Pappas, 2018) (Bol, et al., 2022) (Park, 2003) (Pappas, et al., 2014) (Treiblmaier & Pollach, 2007), was designed and distributed to a sample of 107 respondents via Google Forms. The results indicated that customers view personalized user experience as beneficial and personalization features as important when deciding where to shop online, although concerned about data privacy related to sharing their personal information for the purpose of getting a personalized user experience in eCommerce. Furthermore, the study showed that personalized user experience positively affects customer satisfaction in eCommerce and that it contributes to customer loyalty. Finally, managerial implications and recommendations for future research were proposed.

• Ključne riječi: personalization; customization; user experience; eCommerce; customer satisfaction; customer loyalty
• Jezik: engleski
• URN:NBN: urn:nbn:hr:148:388297
• Studijski program: Naziv: Master Degree in Business; smjerovi: Marketing na engleskom jeziku, Managerial Informatics, Management, Marketing, Trade and International Business, Leadership; Smjer: Marketing na engleskom jeziku; Vrsta studija: sveučilišni; Stupanj studija: diplomski; Akademski / stručni naziv: magistar/magistra ekonomije (mag.oec.)
• Vrsta resursa: Tekst
• Način izrade datoteke: Izvorno digitalna
• Prava pristupa: Otvoreni pristup
• Datum i vrijeme pohrane: 2022-09-29 10:19:12