Personalization of E-Commerce Applications in SMEs: Conclusions from an Empirical Study in Switzerland
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Authors
Schubert, Petra
Author (Corporation)
Publication date
2004
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Type
01A - Journal article
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Parent work
Journal of Electronic Commerce in Organizations
Special issue
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Series
Series number
Volume
2004
Issue / Number
Pages / Duration
21-39
Patent number
Publisher / Publishing institution
IGI Global
Place of publication / Event location
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Abstract
Personalization of e-commerce applications is an issue that is gaining increasing importance with the advancing maturity of such systems. There is already e-commerce software on the market offering integrated E-shop and personalization functions. However, the available software is too time-consuming and expensive for SMEs. With this in mind we saw a need to investigate the potential for personalization from the particular angle of SMEs. In addition to some theoretical fundamentals of personalization, this paper presents the results of an empirical study. With the help of a survey we investigated the application potential for personalization tools in Swiss companies. The conclusions show that SMEs are (still) skeptical towards e-commerce applications which use personalization. It furthermore becomes clear that the heterogeneity of organizational and technical conditions impedes the development of standardized tools.
Keywords
CRM, Customer Profiles
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ISBN
ISSN
1539-2929
1539-2937
1539-2937
Language
English
Created during FHNW affiliation
Unknown
Strategic action fields FHNW
Publication status
Published
Review
No peer review
Open access category
License
Citation
Schubert, P., & Leimstoll, U. (2004). Personalization of E-Commerce Applications in SMEs: Conclusions from an Empirical Study in Switzerland. Journal of Electronic Commerce in Organizations, 2004, 21–39. https://doi.org/10.26041/fhnw-3169