Analyzing Customer Perception and App Loyalty via Personalized Push Notifications: A Study on Myntra in Delhi NCR

Analyzing Customer Perception and App Loyalty via Personalized Push Notifications: A Study on Myntra in Delhi NCR

Aarav Tyagi, Department of Management, School of Business, Galgotias University

Dr. Nishtha Diwvedi  ,Department of Management, School of Business, Galgotias University

Abstract

This research investigates the impact of personalized push notifications on customer perception and mobile application loyalty, focusing on the fashion e-commerce platform Myntra, within the Delhi National Capital Region (NCR). In an increasingly competitive digital marketplace, retaining users is paramount, and mobile notifications have emerged as a key channel for direct engagement. This study explores the fine line between valuable communication and intrusive marketing. It posits that notifications tailored to user preferences, past behavior, and real-time context significantly enhance perceived value, thereby strengthening app loyalty. Through a conceptual analysis integrating a case study approach, we examine the mechanisms by which personalization influences consumer attitudes and actions. The research analyzes how Myntra can leverage data-driven strategies to craft notifications that are seen as a service rather than spam. Key findings suggest a strong positive correlation between the degree of personalization and key loyalty metrics, including user retention, engagement rates, and conversion. This paper argues that for users in a mature, tech-savvy market like Delhi NCR, generic, high-frequency notifications are detrimental, leading to notification fatigue and app uninstalls. Ultimately, the study provides a framework for e-commerce platforms to optimize their push notification strategy for long-term customer relationship management.