Hyper-personalization in Marketing and Its Effects on Consumer Loyalty

This paper analyzes the influence of perceived personalization, perceived value of hyper-personalization, and privacy trust and control on customer loyalty. A quantitative approach was applied using data from enterprises in Serbia, with responses collected through a structured questionnaire and analyzed by regression and correlation methods. Results confirm that all three factors have a significant and positive effect on customer loyalty. Privacy trust and control emerged as the strongest determinant, followed by hyper-personalization and personalization. The model explains 57.8 percent of the variance in customer loyalty, showing that these constructs form a strong explanatory framework. The study provides practical implications for organizations to integrate personalization, hyper-personalization, and responsible data practices to strengthen loyalty in digital markets.