Enhancing Customer Experience and Co-creating Social Value Through Hyper-personalisation in the Fashion Industry
Nastarin Mahmudova*, Prabha Kiran*, Akmal Khudaykulov** and Madina Khudaykulova***
Westminster International University in Tashkent, Uzbekistan*
TEAM University, Uzbekistan**
Huazhong University of Science and Technology, China***
Abstract:Rationale behind this study was to investigate value of co-creation and customer engagement’s impact on customer experience within the hyper-personalised digital setting of fashion brands. Increasing essence of conscious apparel production in response to fashion waste led us to explore AI-driven marketing strategies to provide individualised experiences to customers. Research was conducted using five independent latent variables, namely hyper-personalisation, co-creation, customer engagement, customer experience and innovative behaviour. Questionnaire was composed as a research instrument, and 414 valid responses through convenience sampling technique were collected. Analysis was run using Smartpls version 4 and SPSS version 27. Research findings illustrated significant impact of hyper-personalisation on all variables, confirming that customised interactions are essential for upgrading customer satisfaction and stimulating innovative actions. However, connection between innovative behaviour and customer engagement was insignificant, indicating that active interaction cannot be direct factor leading to inventive actions. Businesses can benefit from this study by revealing sufficient personalisation techniques. Significant impact of hyper-personalisation on digital shopping aspects highlights the need for tailored interactions to achieve better outcomes. This was the first study to examine causal link between hyper-personalisation and various aspects of shopping using Social Cognitive Theory Model, which concentrates on behavioural changes rather than periodical ones.
Keywords: customer experience, hyper-personalisation, customer engagement, value co-creation, fashion brands.