EXPLORING CONSUMER PREFERENCES: THE SIGNIFICANCE OF PERSONALIZATION IN E-COMMERCE
Journal: Malaysian E Commerce Journal (MECJ)
Author:Ahanaf Tahmid Abtahi, Tashfin Shafique, Tausif Al Haque, Saleh Ahmed Jalal Siam, Abdur Rahman
This is an open access article distributed under the Creative Commons Attribution License CC BY 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited
This qualitative study investigates the significance of personalized experiences within Bangladesh’s e-commerce landscape, focusing on their impact on consumer behavior, satisfaction, and loyalty. Employing qualitative methods, including in-depth interviews with 35 participants engaged in online shopping, the research explores tailored recommendations’ effectiveness and identifies challenges and potential enhancements for a more enriched user experience. The findings underscore the substantial influence of personalized recommendations, particularly those rooted in browsing history and past purchases, on shaping consumers’ purchasing decisions. These tailored experiences significantly elevate satisfaction levels and foster heightened loyalty among users. However, challenges such as inadequate cultural alignment and inconsistencies in personalization efforts hinder optimal user experiences, impacting the effectiveness of tailored recommendations. While the study provides valuable insights, its limitations stem from the qualitative approach and the constrained sample size, potentially limiting broader generalizations. To optimize personalized experiences in e-commerce, the study advocates for actions such as enhancing cultural understanding, refining algorithms for better personalization, diversifying recommendations, and offering clearer user controls. Implementing these improvements can fortify user engagement and satisfaction, ultimately contributing to a more user-centric online shopping environment. The study’s implications extend beyond the e-commerce realm, emphasizing the social significance of improved personalized experiences in catering to diverse cultural preferences. By addressing these challenges, e-commerce platforms can build stronger connections with users, meeting their individual needs more effectively. This research provides original insights into personalized experiences in Bangladesh’s e-commerce domain, underscoring the importance of overcoming challenges to enhance user satisfaction and loyalty in online shopping.