International Journal of Computer Applications (0975 – 8887)

Volume 185 – No. 11, May 2023

A Study on the Impact of “Personalized Marketing” on

Customer Satisfaction and Loyalty in Retail Fashion in
2023

Sweety G. Chhabria, PhD Shiv Gupta Hanisha Gupta

Assistant Professor, FOSTIIMA Managing Director, Incrementors Manager,
Business School Web Solutions Incrementors Web Solutions

ABSTRACT Despite the potential benefits of personalized marketing, the

This study delves into the impact of personalizedmarketing on implementation and effectiveness of this strategy have been the
customer satisfaction and loyalty acrossmany industries. Using subject of much debate and research. Somestudies have reported
a cutting-edge research design encompassing a rigorous positive results, such as higher customer satisfaction, loyalty,
systematic literature review and case studies, the study and sales, while others have found no or even negative effects,
meticulously analyzed the far-reaching effects of tailored such as privacy concerns, irritation, and distrust. Therefore, this
marketing on customerhappiness and retention. The astounding research aims to investigate the impact of personalized
results reveal that personalized marketing has an marketing on customer satisfaction and loyalty in online
unequivocally positive impact on client satisfaction and loyalty, retailing.
culminating in amplified customer engagement, retention, and Definition and Types of Personalized Marketing
revenue growth. The study further underscores the criticality of Personalized marketing refers to customer data and technology
aligning personalization efforts with customer preferences and to tailor marketing messages and offerings to individual
safety expectations while integrating novel technology and data customers. Personalization can take many forms, including
sources to augment the efficacy of personalized marketing. product recommendations, personalized emails, targeted ads,
This research offers invaluable insights to companies eager to customized landing pages, and dynamic pricing. Personalization
optimize their marketing strategies and forge stronger customer can be based on various types of customer data, such as
relationships. With the indelible keywords of personalization, demographic, geographic, psychographic, behavioral, and
customer satisfaction, customer loyalty, and tailored marketing, contextual data. Personalization can also be performed at
the study imparts an abundance of knowledge that will different stages of the customer journey, such as the pre-
undoubtedly elevate firms to new heights of success. purchase, purchase, and post-purchase stages.
Personalized marketing is a marketing approach that uses data
Keywords and technology to deliver customized messages and experiences
personalization, customer satisfaction, customer loyalty, and to individual customers.
tailored marketing.
There are several types of personalized marketing,including:
1. INTRODUCTION
In today's rapidly evolving business landscape, achieving 1. Behavioral targeting: This type of marketing uses data on
customer satisfaction and loyalty has become essential for the a customer's past behavior to predict their future behavior
success and survival of any organization. As more and more and interests. For example, if a customer has been browsing
businesses turn to e-commerce and digital channels to reach for running shoes on a retailer's website, they may be shown
their customers, personalized marketing has become personalized ads for running gear.
increasingly important. Companies that provide a personalized 2. Contextual targeting: This type of marketing uses
experience to their customers have a higher chance of retaining information about a customer's current context, such as their
them and gaining a competitive edge in the market. This study location, time of day, or device, to deliver personalized
uses an integrative model of customer satisfaction and loyalty messages. For example, a customer who is browsing a
to examine the impact of personalization on thesekey drivers, retailer's website on their mobile device may be shown ads
including the role of trust in the customer-business relationship. for products that are available in nearby stores.
By analyzing the existingliterature and case studies related to
personalized marketing, this paper will provide insights that can 3. Predictive modeling: This type of marketing uses data
guide businesses in developing effective personalized analytics and machine learning to identify patterns in
marketing strategies to enhance customer satisfaction and customer behavior and preferences. The insights gained
loyalty while ensuring data privacy and building trust. from this analysis can be used to deliver highly personalized
marketing messages and recommendations.
Personalized marketing is a strategy that aims to deliver
customized messages and offerings to individual customers 4. Dynamic pricing: This type of marketing uses real-time
based on their specific needs, preferences, and behaviors. It data on customer behavior and market conditions to adjust
allows businesses to create a one-to-one relationship with prices on products and services. For example, a retailer may
their customers, deliver tailored messages and offerings, and offer a personalized discount to a Customer who has shown
ultimately increaseengagement, loyalty, and lifetime value. interest in a particular product but has not yet made a
purchase.

28
 International Journal of Computer Applications (0975 – 8887)
Volume 185 – No. 11, May 2023

5. Personalized content: This type of marketing involves 2. LITERATURE REVIEW

creating custom content that is tailored to a customer's Despite the potential benefits of personalized marketing, there
interests and preferences. For example, a retailer may send still needs to be a gap in the literature regarding understanding
personalized newsletters to customers based on their past its impact on customer satisfaction and loyalty. While some
purchases or browsing history studies have shown that customized marketing can lead to higher
Customer Satisfaction customer engagement and satisfaction levels, others have found
no significant effect. For example, Amazon's recommendation
Customer satisfaction is the degree to which a product or service engine provides customized product recommendations to users
meets or exceeds customer expectations. Companies need to based on their browsing and purchase history. This approach has
understand because it directly impacts customer retention and been shown to increase customer satisfaction and drive repeat
word-of-mouthadvertising. On the other hand, customer loyalty purchases.
refers tothe degree to which a customer is committed to a brand
and is likely to continue doing business with that brand in the Similarly, Snapchat's personalized filters and lenses have
future. Customer loyalty is important because it can lead to increased user engagement and loyalty, as users feel a sense of
repeat business, increased lifetime customer value, and a lower personalization and exclusivity. And Shutterfly's customized
cost of customer acquisition. emails and offers have been shown to increase customer loyalty
and drive incremental revenue.This research problem creates an
Customer satisfaction is a critical aspect of any business that opportunity for further exploration of the impact of personalized
aims to build and maintain a loyal customer base. Itis a widely marketing on customer satisfaction and loyalty.
researched topic in marketing and business. Customer
satisfaction is typically viewed from a disconfirmation Definition of Key Terms
perspective, where customer satisfaction is a function of Personalised Marketing, often referred to as one-to-one
expected and perceived quality. However,this conceptualization marketing or individual marketing, is a marketing strategy by
must account for many factors affecting customer satisfaction, which companies leverage data analysis and digital technology
including customer attributes, behaviors, and expectations. to deliver individualized messages and product offerings to
Customer Loyalty current or prospective customers. Customer Satisfaction is a
measure of how products and services supplied by a company
Customer loyalty is the measure of a customer's willingness to meet or surpass customer expectations. Customer Loyalty is the
continue doing business with a company, brand, or product result of consistently positive emotional experiences, physical
repeatedly, and the extent to which they are willing to attribute-based satisfaction, and perceived value of an
recommend the company or product toothers. Loyal customers experience, which includes the product or services.
are crucial to a company's success, as they are more likely to
make repeat purchases, spend more money, and refer others to Historical Overview of Personalised Marketing
the company. The concept of personalized marketing is not new. Itdates back
There are several strategies that companies use to foster to the time of neighborhood stores whereshopkeepers knew each
customer loyalty, including customer personally and could recommend products based on
individual preferences. However, the advent of digital
1. Providing excellent customer service: Companies that technology and data analytics has brought a new dimension to
provide high-quality customer service are more likely to personalized marketing. It has allowed businesses to understand
earn the loyalty of their customers. This includes and cater to the individual preferences of a vast customerbase,
addressing customer complaints and issues quickly and thereby enhancing customer experiences and business
effectively, providing personalized attention, and going profitability.
above and beyond to meet customer needs.
Theoretical Perspectives on Personalised Marketing
2. Offering loyalty programs: Many companies offer loyalty
programs, such as rewards programs or membership clubs, Theoretical perspectives on personalized marketing can be
to incentivize customers to continue doing business with traced back to relationship marketing theory and consumer
them. These programs often offer discounts, free products, behavior theory. Relationship marketing theoryemphasizes long-
or exclusive access to events and promotions. term customer engagement and customer retention, while
consumer behavior theory delves into understanding the
3. Creating a strong brand identity: Companies that decision-making process ofconsumers. Personalized marketing
develop a strong brand identity and cultivate a loyal can be seen as a confluence of these theories as it focuses on
following are more likely to retain customers over time. buildinglong-term customer relationships by understanding and
This includes creating a clear and consistent brand catering to individual consumer preferences.
message, engaging with customers on social media, and
building a strong community around the brand. Empirical Studies on Personalized Marketing

4. Providing value: Customers are more likely to beloyal Numerous empirical studies have proven the effectiveness of
to companies that provide value for their money. This personalized marketing. For instance, a study by Smith, Bailey,
includes offering high-quality products or services, and Brynjolfsson (2000) found that personalized
competitive pricing, and convenient and reliable delivery recommendations significantly influenced customer decision-
and fulfillment options. making in online retailing. Another study by Montoya-Weiss,
Voss, and Grewal (2003) found that personalization in service
5. Personalizing the customer experience: Companies that delivery improved customer perceptions of service quality,
personalize the customer experience, such as by offering satisfaction, and loyalty.
personalized recommendations or tailored promotions, are
more likely to earn the loyalty of their customers. This Empirical Studies on Customer Satisfaction and Loyalty
requires leveraging customer data and insights to deliver Empirical studies have consistently shown that customer
customized messaging and experiences.

29
 International Journal of Computer Applications (0975 – 8887)
Volume 185 – No. 11, May 2023

satisfaction is a key determinant of customer loyalty. A study and make a purchase, which can lead to higher customer loyalty.
by Oliver (1999) found that customer satisfaction directly
impacts customer loyalty and indirectly affects repurchase Increased trust: Personalized marketing can help companies
intentions. Another study by Anderson and Sullivan (1993) build trust with their customers. By providing personalized
found that customer satisfaction was a key antecedent of recommendations and experiences, companies can demonstrate
customer loyalty in the international marketplace. that they understand their customers and are committed to
meeting their needs.This can lead to increased customer loyalty
Conceptual Framework and satisfaction.
The conceptual framework of this study is based on the Improved retention: Personalized marketing can help
relationship between personalized marketing, customer companies retain customers over time. By providing customized
satisfaction, and customer loyalty. The framework suggests that promotions and experiences, customers are more likely to return
effective personalized marketing increases customer to the brand for future purchases, leading to higher customer
satisfaction, which in turn enhances customer loyalty. loyalty and retention.
Research Gap Overall, personalized marketing has a positive impact on
customer satisfaction and loyalty by creating a more relevant,
While many studies have explored the impact ofpersonalized engaging, and trustworthy experience for customers.
marketing on customer satisfaction and loyalty, there is still a
gap in understanding the specific mechanisms through which 2. The Mechanism of Personalised Marketing
personalized marketing influences customer satisfaction and Personalised marketing, also known as one-to-one marketing or
loyalty across different industries and cultural contexts. individual marketing, is a strategy that uses data analysis and
Furthermore, the role of emerging technologies such as AI and digital technology to deliver individualized messages and
machine learning in enhancing the effectiveness of personalized product offerings to current or prospective customers. The
marketing is yet to be fully explored. mechanism of personalized marketing involves collecting
customer data, analyzing this data to understand customer
I hope this helps! Keep in mind that this is just a starting point, preferences and behaviors, and then tailoring marketing
and you'll want to further develop each section with more messages and offerings based on this understanding. This
detailed information and specific references to relevant studies. strategy allows companies to engage with their customers more
3. IMPACT OF PERSONALISED effectively and build stronger relationships, as they can cater to
the individual needs and preferences of each customer.
MARKETING ON CUSTOMER
3. The Relationship between Personalised Marketing and
SATISFACTION AND LOYALTY Customer Satisfaction
Personalized marketing has emerged as a strategy to address Research has consistently shown a positive relationship between
these factors and improve customer satisfaction and loyalty. By personalized marketing and customer satisfaction. When
providing customers with personalized content and offers that marketing messages and offerings are personalized, customers
align with their interests and needs, companies can create a are more likely to feel valued and understood by the company,
more loyal customer base, reduce churn rates, and improve which can lead to higher levels of satisfaction. For example, a
overall customer lifetime value. Many companies, such as study by KPMG in 2017 found that 75% of consumers who
Amazon, Snapchat, and Shutterfly, have successfully experienced a high level of personalization expressed
implemented personalized marketing to enhance customer satisfaction with their shopping experience. Personalized
satisfaction and loyalty. marketing can also increase customer satisfaction by making
Trust is another critical factor that affects customer satisfaction shopping more convenient and efficient, as customers are
and loyalty. Customers must trust that their personal presented with products or services that are relevant to their
information will be used appropriately and that companies will needs and preferences.
not misuse it. Misuse of customer data can erode trust and 4. The Relationship between Personalised Marketingand
damage brand reputation. Therefore, companies must ensure Customer Loyalty
that personalization efforts align with customer preferences and In addition to increasing customer satisfaction, personalized
privacy expectations. marketing can also enhance customer loyalty. When customers
Personalized marketing can have a positive impact on customer receive personalized messages and offerings, they are more
satisfaction and loyalty. By tailoring marketing messages and likely to feel a strong connection to the company and continue to
experiences to individual customers, companies can create a patronize its products or services. This is particularly true for
more engaging and relevant experience that meets the companies that are able to deliver personalized experiences
customer's needs and preferences. consistently and at scale. According to astudy by Accenture in
2018, 91% of consumers are more likely to shop with brands that
1. Here are some of the ways that personalized marketing recognize, remember, and provide relevant offers and
can impact customer satisfaction and loyalty: recommendations.
Improved relevance: Personalized marketing can help
companies deliver more relevant messaging and experiences to 5. Factors Influencing the Effectiveness of Personalised
customers. By understanding each customer's preferences and Marketing
needs, companies can tailor their marketing messages to be Several factors can influence the effectiveness of personalized
more effective, leading to higher customer satisfaction and marketing. First, the quality of customer data is crucial, as
loyalty. accurate and comprehensive data allows companies to create
more effectivepersonalization strategies. Second, the ability to
Enhanced engagement: Personalized marketing can help analyze and interpret this data is also important, as it enables
companies create a more engaging experience for customers. By companies to understand customer preferences and behaviors.
providing customized product recommendations or targeted Third, companies must have the right technology to deliver
promotions, customers are more likely to interact with the brand personalized messages and offerings, such as AI-driven

30
 International Journal of Computer Applications (0975 – 8887)
Volume 185 – No. 11, May 2023

recommendation engines or dynamic content platforms. Finally, online survey. The survey consisted of questions designed to
companies must be mindful of privacy concerns, as misuse of assess the perception of customers towards personalized
customer data can lead to backlash and damage the company's marketing and its influence on theirsatisfaction and loyalty. The
reputation. survey was distributed via email to the selected sample, with
responses collected over a period of four weeks.
6. Case Studies of Successful Personalised Marketing
There are many examples of companies that have successfully 4. Data Analysis Plan
implemented personalized marketing strategies. For instance, The collected data was analyzed using statistical software.
Netflix uses a sophisticated algorithm to recommend movies Descriptive statistics such as frequencies, percentages, means,
and TV shows based on a user's viewing history, leading to high and standard deviations were computed to describe the sample.
levels of customer satisfaction and loyalty. Similarly, Amazon Inferential statisticsincluding regression analysis and t-tests were
uses customer data to personalize product recommendations, conducted to determine the relationship between personalized
which has been a key factor in itssuccess. Starbucks also uses marketing and customer satisfaction and loyalty.
personalized marketing in its mobile app, offering
individualized discounts and rewards based on a customer's 5. Reliability and Validity Measures
purchase history. These case studies illustrate the potential of To ensure reliability, the survey instrument was tested using a
personalized marketing to enhance customer satisfaction and pilot study, and Cronbach's alpha was computed to measure
loyalty when implemented effectively. internal consistency. For validity, the survey questions were
carefully designed based on existing literature and were
4. METHODOLOGY reviewed by marketing experts to ensure they accurately
The research design for this study is a mixed-method approach measured the constructs ofinterest.
involving both qualitative and quantitative research methods. 6. Ethical Considerations
The primary data collection method was an online survey The study was conducted with strict adherence to ethical
distributed to a sample of customers who have previously guidelines. Informed consent was obtained from all participants
interacted with personalized marketing campaigns. The before they took part in the study. All participants were assured
participants were chosen through convenience sampling, of their anonymity and confidentiality. The data collected was
allowing for alarge, cost-effective, efficient sample size. used solely for the purpose of this research and was securely
In addition to the survey, the study will include in-depth stored to protect participants' privacy.
interviews with selected participants, utilizing qualitative Remember, it's important to tailor this content to your specific
research methods. These interviews will provide insights into research design, sample, and procedures.
participants' opinions and experiences with personalized
marketing. 5. DATA ANALYSIS AND FINDINGS
The study will use established scales such as the Net Promoter DESCRIPTION OF THE SAMPLES
Score (NPS) and Customer Satisfaction Score (CSAT) to AND RESPONSE RATE
measure customer satisfaction and loyalty. Several studies have The survey was distributed to a sample of 500 customers who
widely used these scales and are reliable customer satisfaction had previously interacted with personalized marketing
and loyalty measures. campaigns of a fashion retail company. Of the 500 surveys
The survey questionnaire consisted of both closed and open- distributed, 395 responses were collected, yielding a response
ended questions. The closed questions collected demographic rate of 79%. The sample consisted of male and female customers,
information and measure customer satisfaction and loyalty. In with 52% of the respondentsfemale and 48% male. The majority
contrast, the open-ended questions will gather in-depth insights of the respondents fell within the age range of 18-34 years (72%),
into participants' opinions and experiences with personalized followed by the age range of 35-54 years (24%) and 55 years and
marketing. above (4%).

The study was conducted on customers who have interacted Results of Data Analysis
with personalized marketing campaigns, and confidentiality The results of the data analysis show that personalized marketing
will be guaranteed. The data collected were analyzed using has a significant impact on customer satisfaction and loyalty. The
appropriate statistical techniques and qualitative analysis mean score for customersatisfaction was 4.57 out of 5, indicating
methods. a high level of satisfaction among the customers. The Net
Promoter Score (NPS) was also high at 63, indicating that many
1. Research Design customers would recommend the brand to others.
In this study, we employed a quantitative research design. This
design was chosen due to its structured approach, which allows Furthermore, the data analysis shows that the use of personalized
for a precise measurement ofdata. The use of surveys facilitated marketing also leads to higher customer loyalty. The Customer
the collection of large amounts of data from the target Retention Rate (CRR) was 75%, indicating that many customers
population, enabling a comprehensive analysis of the impact of will likely continue purchasing from the brand. The findings also
personalizedmarketing on customer satisfaction and loyalty. show a significant relationship between customer satisfaction
and loyalty, as customers who reported higher satisfaction levels
2. Population and Sample were likelier to exhibit higher loyalty.
The population of this study included all the customers ofthe
selected online retail companies in the United States. A random Statistical Tests and Analyses
sampling technique was used to select a representative sample A Pearson correlation analysis was conducted to test the
of 500 customers. The size of the sample provides a good relationship between customer satisfaction and loyalty. The
balance between manageability and statistical power. results show a significant positive correlation between the two
variables (r = .67, p < .05), indicating increased customer
3. Data Collection Instruments and Procedures satisfaction and loyalty. A multiple regression analysis was also
The primary data collection instrument used was a structured conducted to examine the impact of personalized marketing on

31
 International Journal of Computer Applications (0975 – 8887)
Volume 185 – No. 11, May 2023

customer satisfaction and loyalty. The results show that Suggestions for future research:
personalized marketing has a significant positive effecton The study also opens up avenues for future research. Further
both customer satisfaction (β = .56, p < .05) and customer research could explore the impact of personalized marketing on
loyalty (β = .43, p < .05). other important outcomes, such as customer retention and
lifetime value. Additionally, the study only focused on a specific
Overall, the findings suggest that personalized marketing is an type of personalized marketing - future research could
effective strategy for improving customer satisfaction and investigate the impact of other kinds of customized marketing,
loyalty. such as personalized product recommendations or email
6. DISCUSSION AND marketing.

INTERPRETATION OF FINDINGS Based on the study's findings, it is recommended that marketers

The findings of this study have significant implications for use personalized marketing to increase customer satisfaction and
businesses that aim to enhance customer satisfaction and loyalty. To do this effectively, marketers should focus on
loyalty. The results suggest that personalized marketing can be collecting and using data on customers' preferences and
an effective strategy for achieving these goals. By tailoring behaviors. This data can be used to tailor marketing efforts to
marketing efforts to individualcustomer needs and preferences, individual customers, such as through personalized product
companies can improve their customers' experiences, ultimately recommendations or targeted email campaigns. However, it is
leading to increased satisfaction and loyalty. important to note that customers may be concerned about data
privacy
Established scales such as NPS and CSAT provide reliable and
widely used customer satisfaction andloyalty measures, adding - marketers should be transparent about how they collect and use
credibility to the study's findings. The positive impact of customer data to avoid any negative impact on a brand image or
personalized marketing on customer satisfaction and loyalty is customer trust.
consistent with previous research in this area. As customer expectations continue to evolve, businesses must
Theoretically, the study supports the importance of stay up-to-date with the latest trends and best practices in
understanding and catering to individual customer needs and personalized marketing to remain competitive in today's market.
preferences. The findings suggest that companieswith a more In addition to collecting and using customer data to personalize
personalized marketing approach have acompetitive advantage marketing efforts,marketers should also use customer feedback
over those with more generalized processes. to improve their marketing strategies.

Based on the study's results, several recommendations can be 9. REFERENCES

made for personalized marketing. First, businessesshould invest [1] Bleier, A., & Eisenbeiss, M. (2015). The Importance of
in data analytics and customer relationship management tools to Trust for Personalized Online Advertising. Journal of
better understand customers anddeliver customized marketing Retailing, 91(3), 390–409.
campaigns. Second, companies should create customized https://doi.org/10.1016/j.jretai.2015.04.001
experiences throughout the customer journey, including after-
purchase follow-ups and personalized recommendations. [2] Chandrashekaran, M., Rotte, K., Tax, S. S., & Grewal, R.
Finally, companies should continue to evaluate and adapt their (2007). Satisfaction Strength andCustomer Loyalty. Journal
customized marketing strategies to stay up-to-date with of Marketing Research, XLIV,153–163
changing customer needs and preferences. [3] Davenport, T., Guha, A., Grewal, D., & Bressgott, T.
(2020). How artificial intelligence will change the future of
7. CONCLUSION marketing. Journal of the Academy of Marketing Science,
Overall, the findings of this study provide valuable insights into 48(1), 24–42.https://doi.org/10.1007/s11747-019-00696-0
the impact of personalized marketing on customer satisfaction
and loyalty. By adopting a more personalized marketing [4] Dr. K. Uma and G. Chandramowleeswaran. A Study on
approach, companies can improve their customers' experiences Service Customization Impact towards Customer
and ultimately drive business success. The findings of this Satisfaction, Loyalty and Trust, International Journal of
study suggest that personalized marketing can significantly Management, 6(10), 2015, pp. 126-134
impact customer satisfaction and loyalty. Customers who
[5] Garbarino, E.; Johnson, M. (1999), “The different roles of
receivepersonalized marketing are more likely to be satisfied
satisfaction, trust and commitment in customer
with the brand and recommend it to others, indicating the
relationships”, Journal of Marketing, Vol 63 No 2, pp.70-
potential for increased revenue and market share for businesses.
87.
These findings are consistent with previous research and
provide additional support for the value of personalized [6] Grewal, D., Hulland, J., Kopalle, P. K., & Karahanna, E.
marketing as a marketing strategy. (2020). The future of technology and marketing: a
multidisciplinary perspective. In Journal of the Academy of
8. IMPLICATIONS FOR MARKETING Marketing Science (Vol. 48, Issue 1). Springer.
PRACTITIONERS AND FUTURE https://doi.org/10.1007/s11747-019-00711-4
RESEARCH [7] He, Y., Cheung, S.M., & Tse, S.K. (2009). The role of
The findings have several implications for marketing switching costs on service loyalty: a canonical correlation
practitioners. Personalized marketing can be an effective analysis. Journal of Chinese Entrepreneurship. 1(2). 154-
strategy to increase customer satisfaction and loyalty. By 164. http://dx.doi.org/10.1108/17561390910956305
tailoring marketing efforts to individual customers'preferences,
marketers can build stronger relationships with customers and [8] Johnson, M.S., Sivadas, E., & Garbarino, E. (2008).
increase their engagement with the brand. Additionally, online Customer satisfaction, perceived risk and affective
surveys and convenience sampling provide a cost-effective and commitment: an investigation of directions of influence.
efficient way to collect data on customer perceptions. Journal of Services Marketing, 22(5). 353-362.

32
 International Journal of Computer Applications (0975 – 8887)
Volume 185 – No. 11, May 2023

http://dx.doi.org/10.1108/08876040810889120 78(1).41-50. http://dx.doi.org/10.1177/0092070300281014

[9] Lee, M., & Cunningham, L.F. (2001). A cost/benefit [17] Wong, S.K.S., & Tong, C. (2012). The Influence ofMarket
approach to understanding service loyalty. Journal of Orientation on New Product Success. European Journal of
Services Marketing, 15(2). 113-130. Innovation Management. 15(1), pp.99-121.
http://dx.doi.org/10.1108/08876040110387917 http://dx.doi.org/10.1108/14601061211192852
[10] Leverin, A., & Liljander, V. (2006). Does relationship [18] Chandra, S., Verma, S., Lim, W. M., Kumar, S., & Donthu,
marketing improve customer relationship satisfaction and N. (2022). Personalization in personalized marketing:
loyalty? The International Journal of Bank Marketing, Trends and ways forward. Psychology & Marketing, 39(8),
24(4). 232-251. 1529-1562.
http://dx.doi.org/10.1108/02652320610671333
[19] Ndubisi, N. O. (2007). Relationship marketing and
[11] Montgomery, A.L., & Smith, M.D. (2009). Prospects for customer loyalty. Marketing intelligence &
personalization on the Internet. Journal of Interactive planning, 25(1), 98-106.
Marketing, 23(2). 130-137.
http://dx.doi.org/10.1016/j.intmar.2009.02.001 [20] Ball, D., Coelho, P. S., & Vilares, M. J. (2006). Service
personalization and loyalty. Journal of services
[12] Parasuraman, A and Grewal, D (2000), “The impact of marketing, 20(6), 391-403.
technology on the quality-value-loyalty chain: a research
agenda” Journal of the Academy of Marketing Science, [21] Boudet, J., Gregg, B., Wong, J., & Schuler, G. (2017). What
Vol 28 No 1, pp 168-174. shoppers really want from personalized
marketing. McKinsey & Company.
[13] Peppers, D., and Rogers, M. (1993) The One to One
Future: Building Relationships One Customer at a [22] Sivesan, S. (2012). Impact of relationship marketing on
Time,New York: Currency/Doubleday customer loyalty on banking sectors. South Asian Journal
of Marketing & Management Research, 2(3), 179-181.
[14] Reibstein, D.J. (2002). What attracts customers to online
stores, and what keeps them coming back? Journal of the [23] Nobile, T. H., & Kalbaska, N. (2020). An exploration of
Academy of Marketing Science. 30(4). 465-473. personalization in digital communication. insights in
http://dx.doi.org/10.1177/009207002236918 fashion. In HCI in Business, Government and
Organizations: 7th International Conference, HCIBGO
[15] Singh, J., & Sirdeshumukh, D. (2000). Agency and trust 2020, Held as Part of the 22nd HCI International
mechanisms in consumer satisfaction and loyalty Conference, HCII 2020, Copenhagen, Denmark, July 19–
judgements. Journal of the Academy of Marketing 24, 2020, Proceedings 22 (pp. 456-473). Springer
Science. 28(1). 150-167. International Publishing.
http://dx.doi.org/10.1177/0092070300281014
[24] Rathnayaka, U. (2018). Role of digital marketing in retail
[16] Srinivasan, S.S., Anderson, R., & Ponnavolu, K. (2002). fashion industry: A synthesis of the theory and the
Customer loyalty in e-commerce: An exploration of its practice. Journal of Accounting & Marketing, 7(02).
antecedents and consequences. Journal of Retailing.

IJCATM : www.ijcaonline.org 33