TY - JOUR

T1 - Revisiting personalization through customer experience journey

AU - Gogua, M. M.

AU - Smirnova, M. M.

N1 - Gogua M. M., Smirnova M. M. Revisiting personalization through customer experience journey / M. Gogua, M. Smirnova // Vestnik of Saint Petersburg University. Management - 2020. - Vol.19 (4):. - P. 430–460. - https://doi.org/10.21638/11701/spbu08.2020.402

PY - 2020

Y1 - 2020

N2 - Firms use personalization in order to influence the customer experience through numeroustouch points. This influence has positive and negative consequences, which have further strongimpact on the customer responses and overall success of the firm’s communication with thecustomer. Personalization and customer experience have the common path of their developmentand share the fields of applications; however, scientific literature is currently fragmented andanalyzes the narrow aspects of either personalization or customer experience. This conceptualarticle investigates personalization with the focus on the overall customer experience journey andits use for the estimation of customer responses and touch points’ utilization. The need for thisfocus is based on the necessity of the firm to understand customer responses to personalizationas well as the factors appearing at pre-purchase, purchase and post-purchase stages ofcustomer decision making. The theoretical novelty of the paper embraces positive and negativeconsequences of personalization for identification of future empirical research directions.These conclusions include the impact of anthropomorphization through embedded automatedinteractive messaging, history-based and group-based recommendation systems as well as theimpact of increased touch points and influence of informational vulnerability on customer trust,click-through intentions and reactance. Managerial contributions relate to the suggestions onpossible actions required to either enforce particular effects with positive outcomes for customerexperience or diminish negative ones in terms of technological facilitation, measurementpossibilities and enhancement of information transparency.

AB - Firms use personalization in order to influence the customer experience through numeroustouch points. This influence has positive and negative consequences, which have further strongimpact on the customer responses and overall success of the firm’s communication with thecustomer. Personalization and customer experience have the common path of their developmentand share the fields of applications; however, scientific literature is currently fragmented andanalyzes the narrow aspects of either personalization or customer experience. This conceptualarticle investigates personalization with the focus on the overall customer experience journey andits use for the estimation of customer responses and touch points’ utilization. The need for thisfocus is based on the necessity of the firm to understand customer responses to personalizationas well as the factors appearing at pre-purchase, purchase and post-purchase stages ofcustomer decision making. The theoretical novelty of the paper embraces positive and negativeconsequences of personalization for identification of future empirical research directions.These conclusions include the impact of anthropomorphization through embedded automatedinteractive messaging, history-based and group-based recommendation systems as well as theimpact of increased touch points and influence of informational vulnerability on customer trust,click-through intentions and reactance. Managerial contributions relate to the suggestions onpossible actions required to either enforce particular effects with positive outcomes for customerexperience or diminish negative ones in terms of technological facilitation, measurementpossibilities and enhancement of information transparency.

KW - персонализация

KW - клиентский опыт

KW - путь клиентского опыта

KW - маркетинговые точки контакта

KW - поведение потребителя

KW - антропоморфизация

KW - персональные рекомендации

KW - информационная уязвимость потребителя

KW - РИНЦ

KW - personalization

KW - customer experience

KW - customer experience journey

KW - marketing touch points

KW - customer behavior

KW - anthropomorphization

KW - personal recommendations

KW - customer information vulnerability

UR - http://www.vestnikmanagement.spbu.ru/archive/pdf/858.pdf

U2 - https://doi.org/10.21638/11701/spbu08.2020.402

DO - https://doi.org/10.21638/11701/spbu08.2020.402

M3 - Article

SP - 430

EP - 460

JO - ВЕСТНИК САНКТ-ПЕТЕРБУРГСКОГО УНИВЕРСИТЕТА. МЕНЕДЖМЕНТ

JF - ВЕСТНИК САНКТ-ПЕТЕРБУРГСКОГО УНИВЕРСИТЕТА. МЕНЕДЖМЕНТ

SN - 1605-7953

IS - 19 (4)

ER -