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An exploration into the potential impact in adopting a personalisation strategy and how it could affect the customer’s experience on a company’s own website

Sheridan, John (2017) An exploration into the potential impact in adopting a personalisation strategy and how it could affect the customer’s experience on a company’s own website. Masters thesis, Dublin, National College of Ireland.

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Abstract

Website personalisation has become a major talking point in the marketing industry in recent years. More and more businesses are taking on personalisation as part of their overall strategies. What has been found is that when this strategy is used effectively, it can have a major impact for a business. This study shows how the customer experience is enhanced in a major way by personalisation and how it has positive effectives on consumer trust and loyalty. However, we must bear in mind consumer privacy and the negative effects that a breaches in privacy can have on a business. All in all, what this study shows is the overall positive effect that web personalisation has on a business’s digital strategy. By utilising the Talk Aloud protocol and examining real customer data, the study shows that personalisation has the ability to enhance profitability as it is more targeted and relevant to the consumer.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
H Social Sciences > HF Commerce > Marketing > e Marketing
H Social Sciences > HF Commerce > Marketing
Divisions: School of Business > Master of Science in Marketing
Depositing User: CAOIMHE NI MHAICIN
Date Deposited: 24 Nov 2017 10:15
Last Modified: 24 Nov 2017 10:15
URI: http://trap.ncirl.ie/id/eprint/2919

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