Impact of personalization on customer loyalty: A study on online retail businesses of Bangladesh

Kanij Fatema Tumpa *

Lecturer, Management, City University, Dhaka, Bangladesh.
 
Research Article
International Journal of Science and Research Archive, 2024, 13(01), 150–158.
Article DOI: 10.30574/ijsra.2024.13.1.1545
Publication history: 
Received on 11 July 2024; revised on 30 August 2024; accepted on 02 September 2024
 
Abstract: 
Nowadays, online retailers are taking various tactics in terms of marketing and providing greater customer services where personalization is one of them where the retailers intend to fulfill customers' needs according to their preferences. This study proposes to find out the impact of personalization on customer loyalty in online retail businesses in Bangladesh. And, to conduct the research, primary data has been collected through a questionnaire survey which is distributed to 150 customers who have purchased from online retailers. After that, the collected data were analyzed through MS Excel using multiple regression analysis, correlation analysis, and descriptive statistics. According to the results, there is a significant and positive relationship between 3 personalization factors including one-to-one personalization, co-creation, and personalized webpages with customer loyalty. Hence, a higher level of personalized services can ensure a higher level of customer loyalty.
 
Keywords: 
Personalization; Customer loyalty; Online business; Retail industry; Bangladesh
 
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Copyright © 2024 Author(s) retain the copyright of this article. This article is published under the terms of the Creative Commons Attribution Liscense 4.0