TY - JOUR

T1 - Treating customers as individuals in online retail

AU - Головачева, Ксения Сергеевна

AU - Гогуа, Мэги Мерабовна

AU - Смирнова, Мария Михайловна

AU - Алканова, Ольга Николаевна

PY - 2022

Y1 - 2022

N2 - Goal: the purpose of the current paper is to examine how five consumer characteristics (namely, hedonic shopping orientation, comparison shopping proneness, consumer confusion proneness, privacy concerns, and awareness of privacy control) influence the need for different forms of customer experience (CX) individualization. Methodology: the study is based on an online survey of a representative sample of 586 Russian online consumers conducted in mid-2021. Several consumer groups with different preferences for CX individualization are identified using cluster analysis; then multinominal logit modelling is used to define whether five consumer characteristics can predict group membership. Findings: the results empirically confirm that consumers differ in the need for CX individualization and demonstrate that all five consumer characteristics do work in predicting the need for CX individualization, but their role varies for different CX individualization strategies. Originality and contributions: the paper is the first to jointly examine three CX individualization strategies that online retailers may use to interact with customers: content personalization, product customization, and interaction humanization. The results of the study shed light on CX individualization strategies that firms should use to address the diverse consumer needs in their long-term strategies.

AB - Goal: the purpose of the current paper is to examine how five consumer characteristics (namely, hedonic shopping orientation, comparison shopping proneness, consumer confusion proneness, privacy concerns, and awareness of privacy control) influence the need for different forms of customer experience (CX) individualization. Methodology: the study is based on an online survey of a representative sample of 586 Russian online consumers conducted in mid-2021. Several consumer groups with different preferences for CX individualization are identified using cluster analysis; then multinominal logit modelling is used to define whether five consumer characteristics can predict group membership. Findings: the results empirically confirm that consumers differ in the need for CX individualization and demonstrate that all five consumer characteristics do work in predicting the need for CX individualization, but their role varies for different CX individualization strategies. Originality and contributions: the paper is the first to jointly examine three CX individualization strategies that online retailers may use to interact with customers: content personalization, product customization, and interaction humanization. The results of the study shed light on CX individualization strategies that firms should use to address the diverse consumer needs in their long-term strategies.

KW - индивидуализированный клиентский опыт

KW - персонализация контента

KW - кастомизация продукта

KW - гуманизация взаимодействия

KW - individualized customer experience

KW - product customization

KW - interaction humanization

U2 - 10.21638/spbu18.2022.204

DO - 10.21638/spbu18.2022.204

M3 - Article

VL - 20

SP - 224

EP - 246

JO - РОССИЙСКИЙ ЖУРНАЛ МЕНЕДЖМЕНТА

JF - РОССИЙСКИЙ ЖУРНАЛ МЕНЕДЖМЕНТА

SN - 1729-7427

IS - 2

ER -