THE IMPACT OF PERSONALIZED MARKETING ON CUSTOMER SATISFACTION
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THE IMPACT OF PERSONALIZED MARKETING ON CUSTOMER SATISFACTION
This study aimed to determine the impact of personalized marketing on customer satisfaction, with objectives to evaluate how personalization influences customer perceptions, assess its effect on purchasing decisions, and examine its role in building customer loyalty. A survey research design was justified for its ability to gather data from a large and diverse sample, providing robust findings. Using Taro Yamane’s formula, a sample size of 330 respondents was derived from the fashion retail industry in Lagos. The reliability coefficient score for the survey was 0.89, indicating strong reliability. Findings indicated that personalized marketing significantly enhances customer satisfaction, influences purchasing decisions, and builds customer loyalty. Recommendations include adopting personalized marketing strategies to meet customer needs, enhance satisfaction, and drive repeat business.
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