Personalization of E-Commerce Applications in SMEs: Conclusions from an Empirical Study in Switzerland

Personalization of E-Commerce Applications in SMEs: Conclusions from an Empirical Study in Switzerland

Petra Schubert (University of Applied Sciences, Basel (FHBB), Switzerland) and Uwe Leimstoll (University of Applied Sciences, Basel (FHBB), Switzerland)
Copyright: © 2005 |Pages: 21
DOI: 10.4018/978-1-59140-819-2.ch006
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Personalization of e-commerce applications is an issue that is gaining increasing importance with the advancing maturity of such systems. There is already e-commerce software on the market offering integrated e-shop and personalization functions. However, the available software is too time-consuming and expensive for SMEs. With this in mind we saw a need to investigate the potential for personalization from the particular angle of SMEs. In addition to some theoretical fundamentals of personalization, this paper presents the results of an empirical study. With the help of a survey, we investigated the application potential for personalization tools in Swiss companies. The conclusions show that SMEs are (still) skeptical towards e-commerce applications which use personalization. It furthermore becomes clear that the heterogeneity of organizational and technical conditions impedes the development of standardized tools.

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Table of Contents
Mehdi Khosrow-Pour
Chapter 1
Robert MacGregor, Lejla Vrazalic
Despite the proclaimed advantages of small-business strategic alliances, little research has been carried out to determine whether these structures... Sample PDF
Role of Small-Business Strategic Alliances in the Perception of Benefits and Disadvantages of E-Commerce Adoption in SMEs
Chapter 2
Yuan Gao, Marios Koufaris, Robert H. Ducoffe
This chapter explores the effects of two specific message-delivery techniques frequently adopted by online stores: continuously animated site... Sample PDF
The Effects of Animated Banner and Pop-Up Ads on Commercial Websites
Chapter 3
Shirley Ann Becker, Anthony Berkemeyer is a B2B (business-to-business) e-commerce company offering excess and obsolete inventory to online customers. GlobalUBid is rapidly... Sample PDF
Managing Security Vulnerabilities in a Business-to-Business Electronic Commerce Organization
Chapter 4
Luiz Antonio Joia
Electronic government has proven a watershed in the domain of public administration despite being difficult to pin down precisely. Indeed, the... Sample PDF
Government-to-Government Enterprises: A RoadMap for Success..
Chapter 5
Deborah E. Rosen, Elizabeth F. Purinton, Scott J. Lloyd
The Web has been a destination for commerce for well over a decade, so it is time to take stock of what we know, or do not know, about Web design. A... Sample PDF
Effective Web Site Design: Insight from Information Processing
Chapter 6
Petra Schubert, Uwe Leimstoll
Personalization of e-commerce applications is an issue that is gaining increasing importance with the advancing maturity of such systems. There is... Sample PDF
Personalization of E-Commerce Applications in SMEs: Conclusions from an Empirical Study in Switzerland
Chapter 7
David Tucker, Anthony Lafferty
SMEs (small and medium-sized enterprises) make a vital contribution to the economic and social well being of most European nations. Many SMEs have... Sample PDF
An Interventionist Approach to E-Commerce Implementation in SMEs
Chapter 8
William Golden, Martin Hughes, Murray Scott
E-government provides unparalleled opportunities for governments to streamline processes and improve customer service. As a result, achieving... Sample PDF
E-Government Evolution in Ireland: A Framework for Successful Implementation
Chapter 9
Vikramaditya Pant, M. Susan Stiner, William P. Wagner
Online tax systems are rapidly replacing paper-based tax reporting systems. Promising many advantages over the traditional method of hard copy tax... Sample PDF
E-Taxation: An Introduction to the Use of Tax XML for Corporate Tax Reporting
Chapter 10
Felix B. Tan, Paul Sutherland
Consumer trust is widely heralded as an essential element for the success of electronic commerce, yet the concept itself is still clouded in... Sample PDF
Online Consumer Trust: A Multi-Dimensional Model
Chapter 11
Rahul Bhaskar
This case describes the implementation of an Internet empowered Customer Relationship Management (CRM) at Cisco Systems Inc. After describing the... Sample PDF
A Customer Relationship Management System to Target Customers at Cisco
Chapter 12
Liz Lee-Kelley, Thomas James
In the U.K., central government’s vision is to deploy all local government services electronically by 2005. Yet recent government and commercial... Sample PDF
E-Government and Social Exclusion: An Empirical Study
Chapter 13
Stuart J. Barnes, Richard Vidgen
As government organisations have begun increasingly to communicate and interact with citizens via the Web, providing services has demanded acute... Sample PDF
From Seeking Information to Transacting: The Impact of Web Site Quality on E-Taxation
Chapter 14
Peter R. Gibson, Janet Edwards
Considering some aspects of the motor industry as an example, this paper outlines strategic opportunities for e-commerce-enabled supply chains and... Sample PDF
The Strategic Importance of E-Commerce in Modern Supply Chains
Chapter 15
Ashis K. Pani, Amit Agrahari is a joint venture of TISCO (Tata Iron & Steel Company) and SAIL (Steel Authority of India), the steel makers contributing more... Sample PDF
On E-Markets in Emerging Economy: An Indian Experience
Chapter 16
An E-Government Model  (pages 300-311)
Sushil K. Sharma, Jatinder N.D. Gupta
Electronic government (e-government), the ability for government to provide access to services and information twenty-four hours a day, seven days a... Sample PDF
An E-Government Model
Chapter 17
Mary Tate, Beverley G. Hope, Brent Coker
Buying and selling clothing can be a stressful and risky business for both consumers and retailers, even without the complications of e-commerce.... Sample PDF
Beauty is More than Skin Deep: Organisational Strategies for Online Consumer Risk Mitigation in Apparel Retailing
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