Kişiselleştirmenin Müşteri Bağlılığına Etkisinde Kurumsal İmaj Algısının Aracılık Rolü
The Mediating Role of Corporate Image Perception in The Impact of Personalization on Customer Loyalty

Summary/Abstract: This study aims to examine the effect of personalization on customer loyalty among ready-to-wear consumers living in Istanbul and to explain the mediating role of perceived corporate image in this relationship. Thus, the psychological and perceptual mechanisms through which consumer–firm relationships are shaped are evaluated in a more systematic manner. The research model, developed based on the relational marketing approach, is theoretically supported by the Loyalty–Trust Theory and Social Identity Theory. Data were collected through face-to-face and online surveys using convenience sampling. The reliability and validity of the scales were confirmed, and the relationships between variables were tested using correlation and hierarchical regression analyses. The findings show that the level of personalization perceived by consumers has a significant and positive effect on customer loyalty. It has also been determined that personalization strengthens the perception of corporate image, and that corporate image is an important determinant of customer loyalty. Mediation analysis results reveal that corporate image plays a partial mediating role in the relationship between personalization and customer loyalty. This indicates that personalization not only creates direct loyalty but also establishes an indirect effect mechanism by strengthening corporate image. The results reveal that data-driven personalization applications for ready-to-wear businesses, when integrated with corporate image management, hold strategic importance for sustainable customer loyalty.

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