Ethical personalization in hospitality F&B: Empirical insights on satisfaction and loyalty"
Year: 2026
Type: article
Study design: Observational Study
Abstract: This research investigates the role of personalization in the food and beverage industry, focusing on its impact on customer satisfaction, loyalty, and the influence of technological tools and ethical considerations. A robust methodology incorporates scales such as the Personalization Assessment Scale, SERVQUAL, Customer Loyalty Index, Technology Acceptance Model, Online Privacy Concerns Scale, and Marketing Ethics Scale, with data collected from 715 participants. Factor analysis identified six key constructs: Satisfaction, Personalization, Customer Privacy Concerns, Ethical Considerations, Technology Integration, and Customer Loyalty. Regression analysis shows that technological tools have a non-significant impact on personalization, while privacy concerns and ethical considerations significantly affect it. Although the findings are limited to the food and beverage sector, and self-reported data may introduce biases, the research underscores the need for managers to enhance satisfaction and loyalty by addressing privacy concerns and adopting ethical practices. The study also emphasizes the importance of continuous adaptation and training to ensure compliance with privacy regulations. From a social perspective, it highlights ethical data usage and privacy protection, informing policies aimed at safeguarding consumer privacy in the digital age. This study offers valuable empirical insights into the dynamics of personalization, providing a foundation for future research and practical applications.
Author: Edgar D’Souza
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W7204264854