Influence of personalization on online customer experience
(2019) , 8 pages
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2019-13LaetitiaLambillotte.pdf
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- Authors
- Abstract
- Worldwide companies develop personalized websites with the aim of improving online customer experience. Personalization enable them able to learn from their online customers and tailor customer experience accordingly. Whereas prior research suggests that personalized content is generally more efficacious than non-personalized content, Li (2016) recently shows that perceived personalization, instead of actual personalization, generates more favorable responses. With an experimental approach, this research tries to extend this research by investigating how personalization influences online customer experience. Building on the theory of salience, a first study examines how content that is perceived as personalized (no matter from what process they are produced) generates a more playful online customer experience. Congruence appears to be key to understand the observed process.
- Affiliations
Citations
Lambillotte, L., Magrofuoco, N., Poncin, I., & Vanderdonckt, J. (2019). Influence of personalization on online customer experience (Louvain Research Institute in Management and Organizations Working Paper Series 2019/13). https://hdl.handle.net/2078.5/247664