The Effects of personalization applications used by e-commerce businesses on customer satisfaction: A research on online customers

The aim of this thesis study is to examine the effects of information personalization, presentation personalization and navigation personalization on perceived ease of use, perceived usefulness and hedonic factor, and then the effects of perceived ease of use, perceived usefulness and hedonic factor on satisfaction and repurchase intention and loyalty dimensions to show its effect. The results obtained with this study will contribute to the increase of profits of e-commerce businesses by stating the importance of personalization applications in providing competitive advantage for e-commerce businesses. Within the scope of the research model created in this study, data were collected with the online survey method. The collected data were analyzed by Structural Equation Modeling (SEM). According to the results of the Structural Equation Model (SEM) analysis applied within the scope of the study, it was found that information, presentation and orientation personalization applications had significant and positive effects on perceived ease of use, perceived usefulness and hedonic element dimensions. While there was a significant and positive correlation between perceived ease of use and user satisfaction, no significant correlation was found between perceived usefulness and hedonic element and user satisfaction. It was concluded that user satisfaction has significant and positive effects on repurchase intention and loyalty dimensions. With the results found, suggestions were presented to researchers, future studies and e-commerce business managers.