Personalization as a Tool for Building Customer Experience for an Online Eco-store

According to Euromonitor Eco-trend is one of the main global trends that will continue to influence consumers until 2030. Currently according to Nielsen global survey 73% of respondents claim that environmental protection is a highly important agenda. FOM data shows that 58% of Russians are willing to pay more for eco-friendly products. At the same time, there is a problem of communication between consumers and eco-stores. This study examines the impact of personalization on the customer experience in specialized online eco-stores. Personalization can become a competitive advantage and contribute to building unique customer experience. The empirical study was carried out in two consecutive stages: qual → QUANT. At the first stage, 5 interviews with buyers of online eco-stores and 4 intwerviews with experts in personalization were conducted. Content analysis was chosen as the method of processing qualitative data. Based on the results of the interviews, we formed the questionnaire for conducting the survey. Collected quantitative data was processed in the statistical packages SPSS and Lisrel. The scientific novelty of the work is the methodology for the study of the pairwise connections between personalization, experience, satisfaction and loyalty for online eco-shops market. The results of the empirical study are the structural model and confirmation of the following hypotheses: H1. Personalization has a positive impact on customer experience of online eco-stores customers. H2. Positive customer experience increases satisfaction of online eco-stores customers. H3. Positive customer experience increases loyalty of online eco-stores customers. H4. Satisfaction from shopping in an online eco-store significantly affects behavioral loyalty. From a practical point of view, the results can be used by online eco-stores to improve their customer experience.