Title: Influence Of Digital Personalisation Strategies On Consumer Loyalty Among Marketing Education Students In Niger Delta University, Bayelsa State
Authors: Biboye D. Igiran Rankin
Volume: 9
Issue: 10
Pages: 55-62
Publication Date: 2025/10/28
Abstract:
The study examined the influence of digital personalisation strategies on consumer loyalty among Marketing Education students in Niger Delta University, Bayelsa State. Specifically, it investigated the extent to which customised product recommendations and dynamic pricing shape consumer loyalty behaviour. A descriptive survey research design was adopted, targeting a population of 74 students, out of which 57 valid responses were retrieved. Data were collected using a structured questionnaire and analysed using mean, standard deviation, and independent samples t-tests. Findings revealed that both customised product recommendations and dynamic pricing significantly influence consumer loyalty, with no statistically significant differences in responses based on gender. The results suggest that students, irrespective of gender, positively perceive personalisation techniques as valuable tools for enhancing engagement and fostering brand loyalty. The study concludes that digital personalisation strategies, when transparently and effectively implemented an strengthen consumer trust and long-term loyalty in digital marketplaces. It recommends the integration of personalisation principles in marketing curricula and practical brand engagement strategies.