International Journal of Research Studies in Management
Divine Word College of San Jose Special Issue
2026 Volume 14 Issue 3
Available Online: 5 May 2026
Author/s:
Wei, Mingxi
Graduate School, Lyceum of the Philippines University-Batangas, Philippines
Abstract:
This study investigated the relationships among personalized marketing, online customer experience, and consumer retention in e-commerce businesses in Shaanxi Province, China. Employing a descriptive correlational research design, the study targeted 384 e-commerce consumers as respondents, given their direct engagement with personalized marketing campaigns and online customer services. The research aimed to assess the effectiveness of personalized marketing strategies, evaluate consumers’ online experience, and determine factors influencing customer retention. Results revealed that personalized marketing strategies—including customer data utilization, customized content and communication, and customer engagement and interaction—were generally perceived as effective, with weighted means ranging from 2.95 to 2.97. Online customer experience, measured across website or app usability and design, interactivity and personalization, and trust and security, yielded a composite mean of 2.96, indicating that consumers agreed that these dimensions positively contribute to their online experiences. Consumer retention was also positively evaluated, with service quality and post-purchase experience, personalized retention strategies, and consumer loyalty and satisfaction recording composite means between 2.97 and 2.99, suggesting that these factors likely influence repeat purchases and loyalty. Correlation analyses, however, indicated that most dimensions of personalized marketing did not significantly relate to online customer experience metrics. Specifically, customer data utilization and customized content and communication showed no significant correlations with usability, interactivity, or trust and security. Customer engagement and interaction demonstrated a significant negative relationship only with interactivity and personalization (ρ = –0.138, p = 0.007), suggesting that excessive engagement efforts may diminish the perceived quality of personalization. These findings imply that while personalized marketing strategies are effective in practice, their influence on overall online customer experience may be limited unless aligned with user-friendly design, meaningful interactivity, and trust-enhancing features. The study provides a plan for integrating personalized marketing with optimized digital experiences to strengthen customer retention in e-commerce settings.
Keywords: customer engagement, customer experience, consumer retention, e-commerce, online, personalized marketing, user experience
DOI: https://doi.org/10.5861/ijrsm.2026.26513
Cite this article:
Wei, M. (2026). Personalized marketing, online customer experience, and consumer retention in e-Commerce businesses: Basis for customer engagement plan. International Journal of Research Studies in Management, 14(3), 227-240. https://doi.org/10.5861/ijrsm.2026.26513