The Personalization Map, An Application-Oriented Overview of Personalization Functions
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Authors
Author (Corporation)
Publication date
22.06.2006
Typ of student thesis
Course of study
Collections
Type
04A - Book part
Editors
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Supervisor
Parent work
Customer Interaction and Customer Integration
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DOI of the original publication
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Series
Series number
Volume
Issue / Number
Pages / Duration
425-438
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Publisher / Publishing institution
GITO
Place of publication / Event location
Berlin
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Practice partner / Client
Abstract
Personalization is an interdisciplinary topic that has been discussed in the literature of marketing and information systems as well as in other research areas. In this paper we present findings from a longitudinal research project on personalization of e-commerce systems. The findings were taken from interviews and software development projects with company partners.Our discussion focuses on the Personalization Map. The map provides an extensive overview on personalization functions that can be used to individualize and improve human-computer-interaction both in B2C and B2B e-commerce environments. In a first step, the functions are classified according to their order of appearance in the buying process. In a second step they are grouped into subcategories. There is no single strategy for selecting successful personalization functions as the suitability varies depending on the industry and the goods sold.
Keywords
B2B, B2C, E-Commerce, Personalisierung
Subject (DDC)
330 - Wirtschaft
005 - Computer Programmierung, Programme und Daten
005 - Computer Programmierung, Programme und Daten
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ISBN
3-936771-73-1
ISSN
Language
English
Created during FHNW affiliation
Unknown
Strategic action fields FHNW
Publication status
Published
Review
No peer review
Open access category
License
Citation
RISCH, Daniel, Petra SCHUBERT und Uwe LEIMSTOLL, 2006. The Personalization Map, An Application-Oriented Overview of Personalization Functions. In: Customer Interaction and Customer Integration. Berlin: GITO. S. 425–438. ISBN 3-936771-73-1. Verfügbar unter: https://doi.org/10.26041/fhnw-3213