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Service Personalization And Loyalty, A. Dwayne Ball, Pedro S. Coelho, Manuel J. Vilares
Service Personalization And Loyalty, A. Dwayne Ball, Pedro S. Coelho, Manuel J. Vilares
Department of Marketing: Faculty Publications
Purpose:
To investigate the effect of service personalization on loyalty, and to measure some of the psychological dynamics of the process.
Methodology:
structural equation modeling.
Findings:
We show that the effect of service personalization on loyalty exists, but that the effect is not all direct. Personalization works through improving service satisfaction and trust. Personalization and improved communication act together in such a way that they account for the variance in loyalty that would be otherwise explained by corporate image.
Research limitations:
Data, though comprising a very large probability sample, are from one economic sector in one European country.
Practical implications: …