Hyper-personalization in Marketing and Its Effects on Consumer Loyalty
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| Format: | Recurso digital |
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2026
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| _version_ | 1866901993159655424 |
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| author | Bakator, Mihalj Ćoćkalo, Dragan Ugrinov, Stefan Gluvakov, Verica Premčevski, Velibor |
| author_facet | Bakator, Mihalj Ćoćkalo, Dragan Ugrinov, Stefan Gluvakov, Verica Premčevski, Velibor |
| contents | <p>This paper analyzes the influence of perceived personalization, perceived value of hyper-personalization, and privacy trust and control on customer loyalty. A quantitative approach was applied using data from enterprises in Serbia, with responses collected through a structured questionnaire and analyzed by regression and correlation methods. Results confirm that all three factors have a significant and positive effect on customer loyalty. Privacy trust and control emerged as the strongest determinant, followed by hyper-personalization and personalization. The model explains 57.8 percent of the variance in customer loyalty, showing that these constructs form a strong explanatory framework. The study provides practical implications for organizations to integrate personalization, hyper-personalization, and responsible data practices to strengthen loyalty in digital markets.</p> |
| format | Recurso digital |
| id | zenodo_https___doi_org_10_5281_zenodo_18188470 |
| institution | Zenodo |
| language | |
| publishDate | 2026 |
| publisher | Zenodo |
| record_format | zenodo |
| spellingShingle | Hyper-personalization in Marketing and Its Effects on Consumer Loyalty Bakator, Mihalj Ćoćkalo, Dragan Ugrinov, Stefan Gluvakov, Verica Premčevski, Velibor hyper-personalization, marketing, customer loyalty, competitiveness <p>This paper analyzes the influence of perceived personalization, perceived value of hyper-personalization, and privacy trust and control on customer loyalty. A quantitative approach was applied using data from enterprises in Serbia, with responses collected through a structured questionnaire and analyzed by regression and correlation methods. Results confirm that all three factors have a significant and positive effect on customer loyalty. Privacy trust and control emerged as the strongest determinant, followed by hyper-personalization and personalization. The model explains 57.8 percent of the variance in customer loyalty, showing that these constructs form a strong explanatory framework. The study provides practical implications for organizations to integrate personalization, hyper-personalization, and responsible data practices to strengthen loyalty in digital markets.</p> |
| title | Hyper-personalization in Marketing and Its Effects on Consumer Loyalty |
| topic | hyper-personalization, marketing, customer loyalty, competitiveness |
| url | https://doi.org/10.5281/zenodo.18188470 |