This study investigates the impact of personalized marketing on customer satisfaction and loyalty among Amazon Prime users in Chennai. With the rapid evolution of e-commerce, personalization has become a critical strategy for enhancing customer engagement. A descriptive and analytical research design was employed using both primary survey data and secondary sources. The findings indicate that personalized recommendations, targeted offers, and customized communication significantly improve customer satisfaction and foster long-term loyalty. A majority of respondents reported high satisfaction levels and strong willingness to recommend the service. However, concerns related to data privacy, over-personalization, and algorithmic limitations were also identified. The study concludes that while personalized marketing is highly effective, its sustainability depends on ethical practices, transparency, and continuous technological improvement.
Kamaleshwari.T et al. (Thu,) studied this question.