Влияние персонализированного маркетинга на формирование доверия у потребителей российского рынка e-grocery

Вестник Московского университета. Серия 6: Экономика. 2022. № 6. С. 221–250.

Sharko E., Иванова А. А.

This study examines the relationship between personalisation tools in the e-commerce market on the example of e-grocery and customer satisfaction, identifies the factors which can influence positive consumer experience leading to increased customer satisfaction and, as a result, increased consumer trust. The authors consider the triad “customer satisfaction — trust — customer loyalty” and propose an algorithm for the triad constructs interaction on the Russian e-grocery market. The purpose of the study is to determine the impact of personalised marketing on building trust among consumers in the e-grocery market, which was achieved through an empirical study—an online survey of 384 respondents, with factor and regression analysis as the main research methods. The results of the study helped identify the factors used as the basis for the implementation of personalised marketing tools and affect customer satisfaction and trust in e-grocery. Finally, the authors construct an integrated model of forming consumer confidence through satisfaction tested for reliability in the form of a regression model based on the analysis of individual factors contributing to increasing loyalty.

Keywords: лояльность, доверие, потребитель, trust, satisfaction, loyalty, удовлетворенность, consumer, retailer, ритейлер, e-commerce, рынок электронной коммерции