title: Revisiting personalization through customer experience journey
metadata.name: dc.contributor.author
metadata.value: Gogua, Megi M.
metadata.lang: -
metadata.name: dc.contributor.author
metadata.value: Smirnova, Maria M.
metadata.lang: -
metadata.name: dc.date.accessioned
metadata.value: 2021-03-11T10:57:37Z
metadata.lang: -
metadata.name: dc.date.available
metadata.value: 2021-03-11T10:57:37Z
metadata.lang: -
metadata.name: dc.date.issued
metadata.value: 2020-12
metadata.lang: -
metadata.name: dc.identifier.citation
metadata.value: Gogua M. M., Smirnova M. M. 2020. Revisiting personalization through customer experience journey. Vestnik of Saint Petersburg University. Management 19 (4): 430–460.
metadata.lang: en_GB
metadata.name: dc.identifier.other
metadata.value: https://doi.org/10.21638/11701/spbu08.2020.402
metadata.lang: -
metadata.name: dc.identifier.uri
metadata.value: http://hdl.handle.net/11701/25359
metadata.lang: -
metadata.name: dc.description.abstract
metadata.value: Firms use personalization in order to influence the customer experience through numerous
  touch points. This influence has positive and negative consequences, which have further strong
  impact on the customer responses and overall success of the firm’s communication with the
  customer. Personalization and customer experience have the common path of their development
  and share the fields of applications; however, scientific literature is currently fragmented and
  analyzes the narrow aspects of either personalization or customer experience. This conceptual
  article investigates personalization with the focus on the overall customer experience journey and
  its use for the estimation of customer responses and touch points’ utilization. The need for this
  focus is based on the necessity of the firm to understand customer responses to personalization
  as well as the factors appearing at pre-purchase, purchase and post-purchase stages of
  customer decision making. The theoretical novelty of the paper embraces positive and negative
  consequences of personalization for identification of future empirical research directions.
  These conclusions include the impact of anthropomorphization through embedded automated
  interactive messaging, history-based and group-based recommendation systems as well as the
  impact of increased touch points and influence of informational vulnerability on customer trust,
  click-through intentions and reactance. Managerial contributions relate to the suggestions on
  possible actions required to either enforce particular effects with positive outcomes for customer
  experience or diminish negative ones in terms of technological facilitation, measurement
  possibilities and enhancement of information transparency.
metadata.lang: en_GB
metadata.name: dc.language.iso
metadata.value: en
metadata.lang: en_GB
metadata.name: dc.publisher
metadata.value: St Petersburg State University
metadata.lang: en_GB
metadata.name: dc.relation.ispartofseries
metadata.value: Vestnik of St Petersburg University. Management;Volume 19; Issue 4
metadata.lang: -
metadata.name: dc.subject
metadata.value: personalization
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: customer experience
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: customer experience journey
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: marketing touch points
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: customer behavior
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: anthropomorphization
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: personal recommendations
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: customer information vulnerability
metadata.lang: en_GB
metadata.name: dc.title
metadata.value: Revisiting personalization through customer experience journey
metadata.lang: en_GB
metadata.name: dc.type
metadata.value: Article
metadata.lang: en_GB
resources.filename: 430-460.pdf
resources.url: https://dspace.spbu.ru/bitstream/11701/25359/1/430-460.pdf
resources.format: Adobe PDF
resources.size: 1,14 MB