Personalized Behavioral Recaps and Satisfaction

Abstract: Personalized Behavioral Recaps (PBR), where the most known being "Spotify Wrapped", have become popular relationship marketing campaigns in recent years. Although it has been an expanding trend among companies, there is, to the best of the authors' knowledge, currently no academic research about it. The study therefore aims to provide a conceptual framework on how the content of nostalgia, social comparison, quantitative information, personalization, and privacy sacrifice affects customer satisfaction in a PBR. A multi-method was used for the study which included qualitative interviews with PBR experts as well as a quantitative study on the Swedish market. The results showed that nostalgia, quantitative information, and personalization have a positive effect on satisfaction, while privacy sacrifice has a negative effect. As the three mentioned drivers for satisfaction increase it cumulatively, it practically implies that managers must include all to achieve maximum success. In particular, nostalgia should be included to create emotional connections with customers and deliver unexpected value. Managers should also incorporate quantitative information, to effectively convey the PBRs message, and personalization, as it can be seen as a requirement for a PBR. Lastly, companies must be aware of the risks that privacy sacrifice entails and the different attitudes their customers have toward it.