personalization

The present study aimed to answer the question of how personalization affects customer loyalty with the moderating role of technology experience consistency in the field of the e-banking industry in Iran. To achieve this goal, the statistical population of active users of e-banking of Refah Kargaran Bank including physicians, social security retirees, and employees working in Tabriz branches were determined and 502 customers were selected by the random sampling method. Content, convergent, and divergent validity, as well as the reliability of the questionnaire, have been confirmed by methods such as Cronbach's alpha and composite reliability. Furthermore, structural equation modeling techniques with AMOS software have been used to test the research hypotheses. Based on research findings, personalization has a positive effect on performance expectancy, effort expectancy, relationship quality, and intention to use e-banking services. The present study indicates that personalization is the main intention for using e-banking services that should be given special attention because it can be considered a link between customers’ attitudes and behavior in e-banking services. This model helps electronic banking managers to identify essential points of attitude that lead to the emergence of using electronic banking services behavior and outlines better guidance for the electronic banking industry.   JEL Classification: G21, L84, M31.

The objective of this study is to understand the customer journey in technology product adoption by exploring the experiences and perspectives of individuals who have recently adopted new technology products. This research aims to identify key themes and factors influencing the customer journey from initial awareness to ongoing engagement and retention, providing insights to enhance customer experiences and inform marketing strategies. This qualitative study employed semi-structured interviews with 20 participants selected through purposive sampling to ensure diverse representation. Participants included individuals who had recently adopted technology products within the past six months. Data collection continued until theoretical saturation was reached. The interview transcripts were analyzed using NVivo software, following an inductive approach to identify patterns and themes. The analysis revealed three main themes: Awareness and Decision-Making, First-Time Use and Learning, and Ongoing Engagement and Retention. Initial awareness was driven by advertising, social media, and word-of-mouth, while decision-making was influenced by peer recommendations, brand reputation, and price sensitivity. The first-time use phase highlighted the importance of intuitive design and support resources. Regular updates, community engagement, and product reliability emerged as critical factors in ongoing engagement and retention. Participants valued seamless omnichannel experiences, personalized marketing efforts, and robust support systems. The study underscores the significance of personalized, seamless customer journeys in technology product adoption. Businesses should focus on integrating physical and digital touchpoints, leveraging AI for personalized experiences, and maintaining active user communities to enhance customer satisfaction and loyalty. Addressing cultural nuances in global markets and managing digital signals effectively can further optimize the customer journey. These insights provide valuable guidance for businesses aiming to improve customer experiences and foster long-term engagement in the competitive technology market.