• Corpus ID: 2571881

2 Service Personalization and Loyalty

  title={2 Service Personalization and Loyalty},
  author={Dwayne A. Ball and Pedro Sim{\~o}es Coelho},
Purpose: To investigate the effect of service personalization on loyalty, and to measure some of the psychological dynamics of the process. Methodology: structural equation modeling. Findings: We show that the effect of service personalization on loyalty exists, but that the effect is not all direct. Personalization works through improving service satisfaction and trust. Personalization and improved communication act together in such a way that they account for the variance in loyalty that… 

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