2026-09-19T19:51:46Zhttps://dspace.mit.edu/server/oai/requestoai:dspace.mit.edu:1721.1/728812022-01-13T07:54:52Zcom_1721.1_7582com_1721.1_7581col_1721.1_131023
Juanjuan Zhang.
Barary Savadkoohi, Farnaz
Sloan School of Management.
Sloan School of Management
2012-09-13T18:59:01Z
2012-09-13T18:59:01Z
2012
2012
http://hdl.handle.net/1721.1/72881
808380688
Thesis (S.M.)--Massachusetts Institute of Technology, Sloan School of Management, 2012.
Cataloged from PDF version of thesis.
Includes bibliographical references (p. 67-72).
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.
by Farnaz Barary Savadkoohi.
S.M.
72 p.
eng
Massachusetts Institute of Technology
M.I.T. theses are protected by
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http://dspace.mit.edu/handle/1721.1/7582
Sloan School of Management.
Personalized online promotions : long-term Impacts on customer behavior
Thesis
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Publication
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<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.</Abstract>
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