The Impact of Personalization on Consumer Engagement and Loyalty

EasyChair Preprint no. 14031

Abstract

This study explores the effect of personalization on consumer engagement and loyalty. Personalization has become an increasingly important strategy for businesses to connect with their customers in today's highly competitive marketplace. The objective of this research is to investigate the relationship between personalized experiences and consumer engagement, as well as the subsequent impact on customer loyalty.

To achieve this, a comprehensive literature review was conducted, focusing on the concepts of personalization, consumer engagement, and loyalty. The findings reveal that personalization positively influences consumer engagement by enhancing the overall customer experience. By tailoring products, services, and marketing efforts to individual preferences and needs, businesses can foster a sense of connection and relevance, leading to increased engagement.

Moreover, the study identifies that heightened consumer engagement, in turn, positively affects customer loyalty. When customers are actively involved with a brand and feel a strong emotional connection, they are more likely to exhibit repeat purchases, positive word-of-mouth, and resistance to competitive offers. Therefore, investing in personalization strategies can have a significant impact on long-term customer loyalty and ultimately contribute to the success of a business.

Keyphrases: Business, Engagement, Marketing

@Booklet{EasyChair:14031,
  author = {Ralph Shad and Ayoolu Olukemi and Axel Egon},
  title = {The Impact of Personalization on Consumer Engagement and Loyalty},
  howpublished = {EasyChair Preprint no. 14031},

  year = {EasyChair, 2024}}