Web personalization : how it affects customer satisfaction online

• Autor(a) principal: Ahumada, Daniel Eduardo Correa
• Data de Publicação: 2019
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/26924
• topic: Customer satisfaction; Personalization; Online retail; e-commerce; Satisfação do cliente; Personalização; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

Personalization has been a commonly used strategy since a notable period of time. It is based on the customers profiles, necessities and preferences. Web personalization is the result of a technological transformation of the typical personalization. Through this strategy, companies have the opportunity to create a more pleasant experience for the consumers which can have an effect on their satisfaction and perceptions of the companies. This can create value and lead to better company performance. This thesis aims to analyze and understand if web personalization affects customer satisfaction online and which are their preferences regarding the different web personalization strategies. An online survey was conducted to get the results required in the study, with 386 valid responses. In the first section, two groups were asked to navigate into fictional Online Camera Store, one group with a personalized website, and the other with a non-personalized website. The second section pretended to understand the perception of the different web personalization strategies. The key finding in the study suggests that web personalization increases customer satisfaction online, which is aligned to the previous literature studied. The study also suggests that the recommendation strategy is the one that offers more benefits to the customers. It is concluded that web personalization is a strategy that creates value for customers and can increase the company’s chances to succeed.