Personalized online promotions : long-term Impacts on customer behavior
Name
808380688-MIT.pdf
Description
Full printable version
Size
3.32 MB
Format
Adobe PDF
Checksum (MD5)
f5d4f8428fc716d5c3e833f1060ab18f
Author(s)
Barary Savadkoohi, Farnaz
Advisor(s)
Juanjuan Zhang.
Date Issued
2012
Publisher
Massachusetts Institute of Technology
Abstract
Personalization is widely used by marketers in today's world. It is not only a competitive advantage but is becoming a necessity for companies. Recent information technology advances have helped a lot to improve personalization methods. Companies could collect data about their customers through the Internet more easily and quickly. In return, companies create more values for their customers through personalization in performance as well as personalization in relationship. However, personalization may also bring new problems if customers are concerned about issues such as privacy, choice overload, and perceived fairness. This thesis examines the advantages and disadvantages of personalization from both customers' and companies' perspectives. It also studies how customer reactions to personalization change over time, and suggests a conceptual framework that shows how customer behavior affects companies' profitability. It concludes with recommendations about how companies should act in order to have successful online personalization strategies.
Description
Thesis (S.M.)--Massachusetts Institute of Technology, Sloan School of Management, 2012.
Cataloged from PDF version of thesis.
Includes bibliographical references (p. 67-72).
Subjects
Sloan School of Management.
MIT Department
Sloan School of Management
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