The Impact of Personalized Customer Experience on Satisfaction and Repeat Purchase
Romanov, Vladislav (2024)
2024
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024111127862
https://urn.fi/URN:NBN:fi:amk-2024111127862
Tiivistelmä
This thesis examines how customized customer experiences increase satisfaction, driving customers back, especially to Crew Dance Studio, a small business that interacts directly with the clients. The specific objective of this thesis is to establish how personalization leads to customer loyalty, taking the case of Crew Dance Studio. We first review theories based on service quality and the fulfillment of customer expectations, such as SERVQUAL and Expectation-Confirmation Theory (ECT).
Both survey and interview methods were employed to capture all data in detail. The results indicate that when services are offered at a personalized level, such as providing specific class recommendations or even personal feedback, customers report a much higher level of satisfaction. It also becomes apparent that emotional connections play an important role in loyalty; the more appreciated the clients feel through personalized interactions, the more likely they are to return.
However, scaling personalized services has often been difficult for small businesses, as most firms cannot afford advanced CRM systems or a large enough staff to treat all of their customers personally. It is for this very reason that the study recommends investment in more efficient CRM technology by small firms, seeking more avenues for feedback, and consistency in customer interactions. This can be quite helpful for small businesses in pursuit of personalization to assure customer loyalty.
Both survey and interview methods were employed to capture all data in detail. The results indicate that when services are offered at a personalized level, such as providing specific class recommendations or even personal feedback, customers report a much higher level of satisfaction. It also becomes apparent that emotional connections play an important role in loyalty; the more appreciated the clients feel through personalized interactions, the more likely they are to return.
However, scaling personalized services has often been difficult for small businesses, as most firms cannot afford advanced CRM systems or a large enough staff to treat all of their customers personally. It is for this very reason that the study recommends investment in more efficient CRM technology by small firms, seeking more avenues for feedback, and consistency in customer interactions. This can be quite helpful for small businesses in pursuit of personalization to assure customer loyalty.