Title: Influence of personalisation and hedonic motivation on repurchase intention: the mediating role of customer experience and loyalty

Authors: Ghasem Bakhshandeh; Sajad Sharifi; Sayed Mohammad Rezaei

Addresses: Department of Management, Ahvaz Branch, Islamic Azad University, Ahvaz, Iran ' Department of Management, Ahvaz Branch, Islamic Azad University, Ahvaz, Iran ' Department of Management, Ahvaz Branch, Islamic Azad University, Ahvaz, Iran

Abstract: The goal of this study is to investigate the effect of personalisation and hedonic motivation on repurchase intention through the mediating role of customer experience and customer loyalty. This study is applied in terms of its purpose and is a survey with correlation approach in terms of implementation. The statistical population of this study includes the customers of Sina Bank in the City of Ahvaz. For data collection a questionnaire consisting of 25 items was used. Data collected from 400 customers were analysed by SPSS and AMOS software packages through statistical tests at both descriptive and inferential levels. The results showed that all research hypotheses except the fourth hypothesis were confirmed. The effect of personalisation on customer experience and loyalty, the effect of hedonic motivation on customer experience, the effect of customer experience on customer loyalty, and the effect of customer experience and customer loyalty on repurchase intention were positive and significant, however, the effect of hedonic motivation on customer loyalty was not statistically significant.

Keywords: personalisation; hedonic motivation; customer experience; customer loyalty; repurchase intention.

DOI: 10.1504/IJSEM.2023.129595

International Journal of Services, Economics and Management, 2023 Vol.14 No.1, pp.42 - 57

Accepted: 25 Jul 2022
Published online: 16 Mar 2023 *