When web personalization creates and destroys value
(2018) , 24 pages
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- Authors
- Abstract
- Personalization systems increasingly enable organizations to learn from their online consumers’ data and adapt their websites accordingly. Prior research proposes new models to improve data collection and content adaptation efforts, yet knowledge is limited about customer experience on personalized websites. Using an interpretive approach, this article seeks a deep understanding of the personalized online customer experience and its value creation and destruction process and makes three main contributions. First, this research identifies the dimensions of relevant personalized content and indicates this content as a central source of value creation. Second, although prior research considers web personalization and personalized advertising separately, the present research highlights the importance of considering them together to understand the value creation and destruction process of the personalized online customer experience. Third, the results also reveal a compensatory effect through which positive aspects of the experience usually counterbalance negative ones. This compensatory effect appears to trigger an iterative value creation and destruction process.
- Affiliations
Citations
Lambillotte, L., & Poncin, I. (2018). When web personalization creates and destroys value (Louvain Research Institute in Management and Organizations Working Paper Series 2018/21). https://hdl.handle.net/2078.5/62864