An exploration into the potential impact in adopting a personalisation strategy and how it could affect the customer’s experience on a company’s own website
Year: 2017
Type: dissertation
Abstract: Website personalisation has become a major talking point in the marketing industry in recent years. More and more businesses are taking on personalisation as part of their overall strategies. What has been found is that when this strategy is used effectively, it can have a major impact for a business. This study shows how the customer experience is enhanced in a major way by personalisation and how it has positive effectives on consumer trust and loyalty. However, we must bear in mind consumer privacy and the negative effects that a breaches in privacy can have on a business. All in all, what this study shows is the overall positive effect that web personalisation has on a business’s digital strategy. By utilising the Talk Aloud protocol and examining real customer data, the study shows that personalisation has the ability to enhance profitability as it is more targeted and relevant to the consumer.
Source: NORMA
Author: John Sheridan
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2770278733