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Beneficial E-Personalization and Related Technological Innovations Applied to E-Tailing

Beneficial E-Personalization and Related Technological Innovations Applied to E-Tailing

Alan D. Smith
Copyright: © 2018 |Pages: 28
ISBN13: 9781522551874|ISBN10: 1522551875|EISBN13: 9781522551881
DOI: 10.4018/978-1-5225-5187-4.ch079
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MLA

Smith, Alan D. "Beneficial E-Personalization and Related Technological Innovations Applied to E-Tailing." Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, IGI Global, 2018, pp. 1572-1599. https://doi.org/10.4018/978-1-5225-5187-4.ch079

APA

Smith, A. D. (2018). Beneficial E-Personalization and Related Technological Innovations Applied to E-Tailing. In I. Management Association (Ed.), Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications (pp. 1572-1599). IGI Global. https://doi.org/10.4018/978-1-5225-5187-4.ch079

Chicago

Smith, Alan D. "Beneficial E-Personalization and Related Technological Innovations Applied to E-Tailing." In Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, 1572-1599. Hershey, PA: IGI Global, 2018. https://doi.org/10.4018/978-1-5225-5187-4.ch079

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Abstract

The numerous advancements in electronic-personalization communication have generated both benefits and challenges as online retailers try to regain competitive advantages in the current global recession. A literature review of personalization strategies was used to generate a survey instrument to examine the important characteristics of such programs from business professionals. Through appropriate multivariate analyses and data-reduction techniques, the basic elements e-personalization, namely online purchasing behaviors, personalized communications, information retrieval services, degree of personal Web presence, quality assurance of customer service, and the promotion of customization services, were found to be conceptually and statistically related to retailer benefits of e-personalization (increased buying and creates customer loyalty) from the viewpoint of managers for a large goods and services chain store headquartered in Pittsburgh, Pennsylvania.

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