Decoding Customer Loyalty To Smart Shopping Malls: An Empirical Exploration Of Determinants Amidst The Paradox Of Personalization And Privacy Concern (Case Study Of Vincom Center In Vietnam)

Abstract

Amidst the proliferation of advanced technologies, this study investigates into the intricate dynamics of retail, specifically with a focus on the paradoxical nexus between personalization and privacy concerns within the context of smart shopping malls in Vietnam. With the utilization of Commitment-Trust Theory, Privacy Calculus Theory, and User-Centered System Theory, a comprehensive framework is constructed to explore the antecedents of customer perceptions regarding personalization that is articulated with the moderating influence of privacy concerns and the mediating role of personalization. With the employment of a positivist research paradigm, web-based self-administered questionnaires are utilized to collect cross-sectional data of 304 customers at Vincom Center using purposive-convenience sampling. Structural Equation Modeling is employed to rigorously appraise the hypothesized relationships. Results underscore the significance of user-experience design, customer trust, customer-to-customer interaction, and relationship commitment as antecedents influencing customer perceptions of personalization and subsequent loyalty to smart shopping malls. Furthermore, the study reveals the mediating effect of personalization in shaping the relationships between customer trust and relationship commitment, while highlighting the insignificance of this mediating role in relation to user-experience design and customer-to-customer interaction. Despite its targeted population, the moderating impact of privacy concerns is deemed statistically insignificant that calls for future research to address inherent limitations and embark on more comprehensive investigations