Personalized Commercial Web Sites
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Authors
Schubert, Petra
Author (Corporation)
Publication date
2006
Typ of student thesis
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Collections
Type
04B - Conference paper
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Editor (Corporation)
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Parent work
Proceedings of CollECTeR Europe 2006
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DOI of the original publication
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Series
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Volume
Issue / Number
Pages / Duration
39-53
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Abstract
Personalization is an interdisciplinary topic that has been discussed in marketing and information systems as well as in other research disciplines. In this paper we present findings from a longitudinal research project on personalization of e-commerce systems. The findings were taken from interviews, empirical studies, and implementation projects with company partners. There is no single strategy for a successful personalization feature: each company needs to find its own unique selling proposition. The projects showed that once this USP has been identified it can be used for building up lasting relationships with customers. There is a need for further research into personalization issues ? even if there are companies like Amazon, eBay or Broadvision that already demonstrate how it can work.
Keywords
E-Business, Personalisierung
Event
CollECTeR Europe 2006
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Language
English
Created during FHNW affiliation
Unknown
Strategic action fields FHNW
Publication status
Published
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No peer review
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Citation
Schubert, P. (2006). Personalized Commercial Web Sites. Proceedings of CollECTeR Europe 2006, 39–53. https://doi.org/10.26041/fhnw-3050