Recommended for you: what is the impact of personalization in e-retail on customer experience? / Cindy CHICHEPORTICH / 2021

Titre : Recommended for you: what is the impact of personalization in e-retail on customer experience? Type de document : Mémoire Auteurs : Cindy CHICHEPORTICH, Auteur Année de publication : 2021 Importance : 34 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management CONSOMMATEUR ; WEBMARKETING ; PERSONNALITE ; GESTION DE CRISE Résumé : As the ultimate people-based marketing strategy, personalization offers customer a tailored and unique experience (Vesanen, 2007). This paper aims at evaluating the impact of personalization on customer experience, while other studies have already investigated the effect that personalization have on customers, the unpreceded Covid-19 situation changed the habits of customers towards a more online consumption. Personalization strategies have been developed as an added value to online shopping, but as a new part of the population was introduced to online shopping, does personalization have the same impact on customer’s experience? To analyze the impacts, a quantitative questionnaire will be conducted online to perceive the customer’s point of view. This dissertation establishes the close link that has personalization and customer experience and demonstrate that this impact is not always positive depending on other factors such as accuracy or data privacy sensitivity. Programme : MSc Digital Expertise for Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538529