IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v68y2022ics0969698922001102.html
   My bibliography  Save this article

Enhancing playful customer experience with personalization

Author

Listed:
  • Lambillotte, Laetitia
  • Magrofuoco, Nathan
  • Poncin, Ingrid
  • Vanderdonckt, Jean

Abstract

Retailers develop personalized websites with the aim of improving customer experience. However, we still have limited knowledge about the effect of personalization on customer experience and the underlying processes. With a lab experiment, this research specifically examines the effect of actual personalization and perceived personalization on playful customer experience using both subjective and objective measures, with the support of eye-tracking techniques. We show that personalization, regardless of whether it is perceived or not, enhance the playful customer experience of a retailing website. In addition, we highlight the presence of two concomitant processes. Content needs to be perceived as personalized to influence the subjective playful customer experience, but actual personalization does influence objective playful customer experience. Although customers spend the same time on the website, they focus more of their attention on their favorite products when content is personalized. Such focused attention leads them to select their favorite products for purchase.

Suggested Citation

  • Lambillotte, Laetitia & Magrofuoco, Nathan & Poncin, Ingrid & Vanderdonckt, Jean, 2022. "Enhancing playful customer experience with personalization," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    • Handle: RePEc:eee:joreco:v:68:y:2022:i:c:s0969698922001102
    DOI: 10.1016/j.jretconser.2022.103017
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698922001102
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2022.103017?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Hänninen, Mikko & Mitronen, Lasse & Kwan, Stephen K., 2019. "Multi-sided marketplaces and the transformation of retail: A service systems perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 380-388.
    2. Debanjan Mitra & Peter N. Golder, 2006. "How Does Objective Quality Affect Perceived Quality? Short-Term Effects, Long-Term Effects, and Asymmetries," Marketing Science, INFORMS, vol. 25(3), pages 230-247, 05-06.
    3. John R. Hauser & Guilherme (Gui) Liberali & Glen L. Urban, 2014. "Website Morphing 2.0: Switching Costs, Partial Exposure, Random Exit, and When to Morph," Management Science, INFORMS, vol. 60(6), pages 1594-1616, June.
    4. Kar Yan Tam & Shuk Ying Ho, 2005. "Web Personalization as a Persuasion Strategy: An Elaboration Likelihood Model Perspective," Information Systems Research, INFORMS, vol. 16(3), pages 271-291, September.
    5. Jain, Geetika & Paul, Justin & Shrivastava, Archana, 2021. "Hyper-personalization, co-creation, digital clienteling and transformation," Journal of Business Research, Elsevier, vol. 124(C), pages 12-23.
    6. Smink, Anne R. & van Reijmersdal, Eva A. & van Noort, Guda & Neijens, Peter C., 2020. "Shopping in augmented reality: The effects of spatial presence, personalization and intrusiveness on app and brand responses," Journal of Business Research, Elsevier, vol. 118(C), pages 474-485.
    7. Christian Derbaix & Ingrid Poncin, 2005. "La mesure des réactions affectives en marketing : évaluation des principaux outils," Post-Print hal-02023600, HAL.
    8. Nathalie Fleck & Virginie Maille, 2010. "Thirty Years of Conflicting Studies on the Influence of Congruence as perceived by the Consumer: Overview, Limitations and Avenues for Research," Post-Print hal-02291860, HAL.
    9. Oberoi, Poonam & Patel, Chirag & Haon, Christophe, 2017. "Technology sourcing for website personalization and social media marketing: A study of e-retailing industry," Journal of Business Research, Elsevier, vol. 80(C), pages 10-23.
    10. Han, Sang-Lin & An, Myounga & Han, Jerry J. & Lee, Jiyoung, 2020. "Telepresence, time distortion, and consumer traits of virtual reality shopping," Journal of Business Research, Elsevier, vol. 118(C), pages 311-320.
    11. Zeng, Fue & Ye, Qing & Li, Jing & Yang, Zhilin, 2021. "Does self-disclosure matter? A dynamic two-stage perspective for the personalization-privacy paradox," Journal of Business Research, Elsevier, vol. 124(C), pages 667-675.
    12. Koiso-Kanttila, Nina, 2005. "Time, attention, authenticity and consumer benefits of the Web," Business Horizons, Elsevier, vol. 48(1), pages 63-70.
    13. Rose, Susan & Clark, Moira & Samouel, Phillip & Hair, Neil, 2012. "Online Customer Experience in e-Retailing: An empirical model of Antecedents and Outcomes," Journal of Retailing, Elsevier, vol. 88(2), pages 308-322.
    14. Nathalie Fleck & Pascale Quester, 2007. "Birds of a feather flock together…definition, role and measure of congruence: An application to sponsorship," Post-Print hal-02291877, HAL.
    15. Bettman, James R & Luce, Mary Frances & Payne, John W, 1998. "Constructive Consumer Choice Processes," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 25(3), pages 187-217, December.
    16. Hwang, Jiyoung & Choi, Laee, 2020. "Having fun while receiving rewards?: Exploration of gamification in loyalty programs for consumer loyalty," Journal of Business Research, Elsevier, vol. 106(C), pages 365-376.
    17. Song, Yongming & Li, Guangxu & Li, Tie & Li, Yanhong, 2021. "A purchase decision support model considering consumer personalization about aspirations and risk attitudes," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    18. Setyani, Virda & Zhu, Yu-Qian & Hidayanto, Achmad Nizar & Sandhyaduhita, Puspa Indahati & Hsiao, Bo, 2019. "Exploring the psychological mechanisms from personalized advertisements to urge to buy impulsively on social media," International Journal of Information Management, Elsevier, vol. 48(C), pages 96-107.
    19. Menon, R.G. Vishnu & Sigurdsson, Valdimar & Larsen, Nils Magne & Fagerstrøm, Asle & Foxall, Gordon R., 2016. "Consumer attention to price in social commerce: Eye tracking patterns in retail clothing," Journal of Business Research, Elsevier, vol. 69(11), pages 5008-5013.
    20. Baier, Daniel & Stüber, Eva, 2010. "Acceptance of recommendations to buy in online retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 17(3), pages 173-180.
    21. Ampadu, Seth & Jiang, Yuanchun & Debrah, Emmanuel & Antwi, Collins Opoku & Amankwa, Eric & Gyamfi, Samuel Adu & Amoako, Richard, 2022. "Online personalized recommended product quality and e-impulse buying: A conditional mediation analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    22. Ben Mimoun, Mohammed Slim & Poncin, Ingrid, 2015. "A valued agent: How ECAs affect website customers' satisfaction and behaviors," Journal of Retailing and Consumer Services, Elsevier, vol. 26(C), pages 70-82.
    23. Kahn, Barbara E., 2017. "Using Visual Design to Improve Customer Perceptions of Online Assortments," Journal of Retailing, Elsevier, vol. 93(1), pages 29-42.
    24. Neeraj Arora & Xavier Dreze & Anindya Ghose & James Hess & Raghuram Iyengar & Bing Jing & Yogesh Joshi & V. Kumar & Nicholas Lurie & Scott Neslin & S. Sajeesh & Meng Su & Niladri Syam & Jacquelyn Thom, 2008. "Putting one-to-one marketing to work: Personalization, customization, and choice," Marketing Letters, Springer, vol. 19(3), pages 305-321, December.
    25. McLean, Graeme & Al-Nabhani, Khalid & Wilson, Alan, 2018. "Developing a Mobile Applications Customer Experience Model (MACE)- Implications for Retailers," Journal of Business Research, Elsevier, vol. 85(C), pages 325-336.
    26. Behera, Rajat Kumar & Gunasekaran, Angappa & Gupta, Shivam & Kamboj, Shampy & Bala, Pradip Kumar, 2020. "Personalized digital marketing recommender engine," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    27. B. P. S. Murthi & Sumit Sarkar, 2003. "The Role of the Management Sciences in Research on Personalization," Management Science, INFORMS, vol. 49(10), pages 1344-1362, October.
    28. Heckler, Susan E & Childers, Terry L, 1992. "The Role of Expectancy and Relevancy in Memory for Verbal and Visual Information: What Is Incongruency?," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(4), pages 475-492, March.
    29. Joško Brakus, J. & Schmitt, Bernd H. & Zhang, Shi, 2014. "Experiential product attributes and preferences for new products: The role of processing fluency," Journal of Business Research, Elsevier, vol. 67(11), pages 2291-2298.
    30. Holmlund, Maria & Van Vaerenbergh, Yves & Ciuchita, Robert & Ravald, Annika & Sarantopoulos, Panagiotis & Ordenes, Francisco Villarroel & Zaki, Mohamed, 2020. "Customer experience management in the age of big data analytics: A strategic framework," Journal of Business Research, Elsevier, vol. 116(C), pages 356-365.
    31. Joy, Annamma & Sherry, John F, Jr, 2003. "Speaking of Art as Embodied Imagination: A Multisensory Approach to Understanding Aesthetic Experience," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 30(2), pages 259-282, September.
    32. Kalaignanam, Kartik & Kushwaha, Tarun & Rajavi, Koushyar, 2018. "How Does Web Personalization Create Value for Online Retailers? Lower Cash Flow Volatility or Enhanced Cash Flows," Journal of Retailing, Elsevier, vol. 94(3), pages 265-279.
    33. Pappas, Ilias O. & Kourouthanassis, Panos E. & Giannakos, Michail N. & Chrissikopoulos, Vassilios, 2016. "Explaining online shopping behavior with fsQCA: The role of cognitive and affective perceptions," Journal of Business Research, Elsevier, vol. 69(2), pages 794-803.
    34. Roland T. Rust & Tuck Siong Chung, 2006. "Marketing Models of Service and Relationships," Marketing Science, INFORMS, vol. 25(6), pages 560-580, 11-12.
    35. Gao, Wei & Fan, Hua & Li, Wenqian & Wang, Huiling, 2021. "Crafting the customer experience in omnichannel contexts: The role of channel integration," Journal of Business Research, Elsevier, vol. 126(C), pages 12-22.
    36. Tyrväinen, Olli & Karjaluoto, Heikki & Saarijärvi, Hannu, 2020. "Personalization and hedonic motivation in creating customer experiences and loyalty in omnichannel retail," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    37. Verhulst, Nanouk & Vermeir, Iris & Slabbinck, Hendrik & Larivière, Bart & Mauri, Maurizio & Russo, Vincenzo, 2020. "A neurophysiological exploration of the dynamic nature of emotions during the customer experience," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    38. Aguirre, Elizabeth & Mahr, Dominik & Grewal, Dhruv & de Ruyter, Ko & Wetzels, Martin, 2015. "Unraveling the Personalization Paradox: The Effect of Information Collection and Trust-Building Strategies on Online Advertisement Effectiveness," Journal of Retailing, Elsevier, vol. 91(1), pages 34-49.
    39. Alatalo, Sari & Oikarinen, Eeva-Liisa & Reiman, Arto & Tan, Teck Ming & Heikka, Eija-Liisa & Hurmelinna-Laukkanen, Pia & Muhos, Matti & Vuorela, Taina, 2018. "Linking concepts of playfulness and well-being at work in retail sector," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 226-233.
    40. Lee, Eun-Jung & Park, Jung Kun, 2009. "Online service personalization for apparel shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 16(2), pages 83-91.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Ingrid Poncin & Wafa Hammedi & Caroline Lancelot-Miltgen, 2022. "Technologies, expériences, services et au-delà ! Plaidoyer pour développer la recherche sur les technologies, les expériences et les services," Post-Print hal-03818050, HAL.
    2. Fan, Hua & Gao, Wei & Han, Bing, 2023. "Are AI chatbots a cure-all? The relative effectiveness of chatbot ambidexterity in crafting hedonic and cognitive smart experiences," Journal of Business Research, Elsevier, vol. 156(C).
    3. Hallikainen, Heli & Luongo, Milena & Dhir, Amandeep & Laukkanen, Tommi, 2022. "Consequences of personalized product recommendations and price promotions in online grocery shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    4. Urbonavicius, Sigitas, 2023. "Relative power of online buyers in regard to a store: How it encourages them to disclose their personal data?," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    5. Nilashi, Mehrbakhsh & Abumalloh, Rabab Ali & Samad, Sarminah & Alrizq, Mesfer & Alyami, Sultan & Abosaq, Hamad & Alghamdi, Abdullah & Akib, Noor Adelyna Mohammed, 2022. "Factors impacting customer purchase intention of smart home security systems: Social data analysis using machine learning techniques," Technology in Society, Elsevier, vol. 71(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Tyrväinen, Olli & Karjaluoto, Heikki & Saarijärvi, Hannu, 2020. "Personalization and hedonic motivation in creating customer experiences and loyalty in omnichannel retail," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    2. Schreiner, Timo & Rese, Alexandra & Baier, Daniel, 2019. "Multichannel personalization: Identifying consumer preferences for product recommendations in advertisements across different media channels," Journal of Retailing and Consumer Services, Elsevier, vol. 48(C), pages 87-99.
    3. Molinillo, Sebastian & Aguilar-Illescas, Rocío & Anaya-Sánchez, Rafael & Carvajal-Trujillo, Elena, 2022. "The customer retail app experience: Implications for customer loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    4. Gao, Wei & Li, Wenqian & Fan, Hua & Jia, Xingping, 2021. "How customer experience incongruence affects omnichannel customer retention: The moderating role of channel characteristics," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    5. Muzaffer Buyruk & Ertan Güner, 2022. "Personalization in airline revenue management: an overview and future outlook," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 21(2), pages 129-139, April.
    6. Hallikainen, Heli & Luongo, Milena & Dhir, Amandeep & Laukkanen, Tommi, 2022. "Consequences of personalized product recommendations and price promotions in online grocery shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    7. McLean, Graeme & Osei-Frimpong, Kofi & Al-Nabhani, Khalid & Marriott, Hannah, 2020. "Examining consumer attitudes towards retailers' m-commerce mobile applications – An initial adoption vs. continuous use perspective," Journal of Business Research, Elsevier, vol. 106(C), pages 139-157.
    8. Lena Steinhoff & Denni Arli & Scott Weaven & Irina V. Kozlenkova, 2019. "Online relationship marketing," Journal of the Academy of Marketing Science, Springer, vol. 47(3), pages 369-393, May.
    9. Pallant, Jason I. & Pallant, Jessica L. & Sands, Sean J. & Ferraro, Carla R. & Afifi, Eslam, 2022. "When and how consumers are willing to exchange data with retailers: An exploratory segmentation," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    10. Cuesta-Valiño, Pedro & Gutiérrez-Rodríguez, Pablo & Núnez-Barriopedro, Estela & García-Henche, Blanca, 2023. "Strategic orientation towards digitization to improve supermarket loyalty in an omnichannel context," Journal of Business Research, Elsevier, vol. 156(C).
    11. Sriram Thirumalai & Kingshuk K. Sinha, 2013. "To Personalize or Not to Personalize Online Purchase Interactions: Implications of Self-Selection by Retailers," Information Systems Research, INFORMS, vol. 24(3), pages 683-708, September.
    12. Felipe Thomaz & Carolina Salge & Elena Karahanna & John Hulland, 2020. "Learning from the Dark Web: leveraging conversational agents in the era of hyper-privacy to enhance marketing," Journal of the Academy of Marketing Science, Springer, vol. 48(1), pages 43-63, January.
    13. Nath, Prithwiraj & McKechnie, Sally, 2016. "Task facilitative tools, choice goals, and risk averseness: A process-view study of e-stores," Journal of Business Research, Elsevier, vol. 69(5), pages 1572-1576.
    14. Cambra-Fierro, Jesús & Gao, Lily (Xuehui) & Melero-Polo, Iguácel & Trifu, Andreea, 2021. "How do firms handle variability in customer experience? A dynamic approach to better understanding customer retention," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    15. Tran, Trang P., 2017. "Personalized ads on Facebook: An effective marketing tool for online marketers," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 230-242.
    16. Aguirre, Elizabeth & Mahr, Dominik & Grewal, Dhruv & de Ruyter, Ko & Wetzels, Martin, 2015. "Unraveling the Personalization Paradox: The Effect of Information Collection and Trust-Building Strategies on Online Advertisement Effectiveness," Journal of Retailing, Elsevier, vol. 91(1), pages 34-49.
    17. Bleier, Alexander & Eisenbeiss, Maik, 2015. "The Importance of Trust for Personalized Online Advertising," Journal of Retailing, Elsevier, vol. 91(3), pages 390-409.
    18. Riegger, Anne-Sophie & Klein, Jan F. & Merfeld, Katrin & Henkel, Sven, 2021. "Technology-enabled personalization in retail stores: Understanding drivers and barriers," Journal of Business Research, Elsevier, vol. 123(C), pages 140-155.
    19. Tomczyk, Arkadiusz T. & Buhalis, Dimitrios & Fan, Daisy X.F. & Williams, Nigel L., 2022. "Price-personalization: Customer typology based on hospitality business," Journal of Business Research, Elsevier, vol. 147(C), pages 462-476.
    20. Degutis, Mindaugas & UrbonaviÄ ius, Sigitas & Hollebeek, Linda D. & Anselmsson, Johan, 2023. "Consumers’ willingness to disclose their personal data in e-commerce: A reciprocity-based social exchange perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:68:y:2022:i:c:s0969698922001102. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.