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1 – 10 of over 1000Dalia Al-Tarazi, Rachel Sara, Paul Redford, Louis Rice and Colin Booth
The purpose of this paper is to explore the importance of personalisation in the relationship between the architectural design of homes and inhabitants’ psychological well-being.
Abstract
Purpose
The purpose of this paper is to explore the importance of personalisation in the relationship between the architectural design of homes and inhabitants’ psychological well-being.
Design/methodology/approach
This interdisciplinary mixed-method study first investigates the existence of a link between personalisation and users’ association with home through a quantitative study (n = 101) and then explores the nature of this relationship through qualitative interviews (n = 13) in a sequential explanatory approach.
Findings
The main findings of the study highlight the significance of personalisation in relation to the way people perceive home. A direct link was established between participants’ involvement in the transformation of the home and their satisfaction with the residence, as well as satisfaction with life in general. Further thematic analysis of the qualitative study revealed further conceptualisations of personalisation, which together form an umbrella concept called transformability.
Research limitations/implications
The findings underscore the need for embedding flexibility as an architectural concept in the design of residential buildings for improving the well-being of occupants.
Originality/value
The design of homes has a great impact on inhabitants’ psychological well-being. This is becoming of greater importance in light of the global COVID-19 pandemic that has led to an increase in the amount of time spent in homes. This research contributes to this debate by proposing concepts for a deeper understanding of architectural influences on the psychology of the home.
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Wei Wang, Haiwang Liu and Yenchun Jim Wu
This study aims to examine the influence of reward personalization on financing outcomes in the Industry 5.0 era, where reward-based crowdfunding meets the personalized needs of…
Abstract
Purpose
This study aims to examine the influence of reward personalization on financing outcomes in the Industry 5.0 era, where reward-based crowdfunding meets the personalized needs of individuals.
Design/methodology/approach
The study utilizes a corpus of 218,822 crowdfunding projects and 1,276,786 reward options on Kickstarter to investigate the effect of reward personalization on investors’ willingness to participate in crowdfunding. The research draws on expectancy theory and employs quantitative and qualitative approaches to measure reward personalization. Quantitatively, the number of reward options is calculated by frequency; whereas text-mining techniques are implemented qualitatively to extract novelty, which serves as a proxy for innovation.
Findings
Findings indicate that reward personalization has an inverted U-shaped effect on investors’ willingness to participate, with investors in life-related projects having a stronger need for reward personalization than those interested in art-related projects. The pledge goal and reward text readability have an inverted U-shaped moderating effect on reward personalization from the perspective of reward expectations and reward instrumentality.
Originality/value
This study refines the application of expectancy theory to online financing, providing theoretical insight and practical guidance for crowdfunding platforms and financiers seeking to promote sustainable development through personalized innovation.
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Lilian M. Hoogenboom, Maria T.M. Dijkstra and Bianca Beersma
Scholars and practitioners alike wish to understand what makes workplace conflict beneficial or injurious to, for example, performance and satisfaction. The authors focus on…
Abstract
Purpose
Scholars and practitioners alike wish to understand what makes workplace conflict beneficial or injurious to, for example, performance and satisfaction. The authors focus on parties’ personal experience of the conflict, which is complementary to studying conflict issues (i.e. task- or relationship-related conflict). Although many authors discuss the personal experience of conflict, which the authors will refer to as conflict personalization, different definitions are used, leading to conceptual vagueness. Therefore, the purpose of this paper is to develop an integrative definition of the concept of conflict personalization.
Design/methodology/approach
The authors conducted a systematic literature review to collect definitions and conceptualizations from 41 publications. The subsequent thematic analysis revealed four building blocks that were used to develop an integrative definition of conflict personalization.
Findings
The authors developed the following definition: Conflict personalization is the negative affective as well as cognitive reaction to the self being threatened and/or in danger as a result of a social interaction about perceived incompatibilities.
Practical implications
The integrative definition of this study enables the development of a measurement instrument to assess personalization during workplace conflict, paving the way for developing effective research-based interventions.
Originality/value
Conceptual vagueness hampers theoretical development, empirical research and the development of effective interventions. Although the importance of conflict personalization is mentioned within the field of workplace conflict, it has not been empirically studied yet. This paper can serve as the basis for future research in which conflict issue and personal experience are separated.
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Jan Hendrik Blümel, Mohamed Zaki and Thomas Bohné
Customer service conversations are becoming increasingly digital and automated, leaving service encounters impersonal. The purpose of this paper is to identify how customer…
Abstract
Purpose
Customer service conversations are becoming increasingly digital and automated, leaving service encounters impersonal. The purpose of this paper is to identify how customer service agents and conversational artificial intelligence (AI) applications can provide a personal touch and improve the customer experience in customer service. The authors offer a conceptual framework delineating how text-based customer service communication should be designed to increase relational personalization.
Design/methodology/approach
This paper presents a systematic literature review on conversation styles of conversational AI and integrates the extant research to inform the development of the proposed conceptual framework. Using social information processing theory as a theoretical lens, the authors extend the concept of relational personalization for text-based customer service communication.
Findings
The conceptual framework identifies conversation styles, whose degree of expression needs to be personalized to provide a personal touch and improve the customer experience in service. The personalization of these conversation styles depends on available psychological and individual customer knowledge, contextual factors such as the interaction and service type, as well as the freedom of communication the conversational AI or customer service agent has.
Originality/value
The article is the first to conduct a systematic literature review on conversation styles of conversational AI in customer service and to conceptualize critical elements of text-based customer service communication required to provide a personal touch with conversational AI. Furthermore, the authors provide managerial implications to advance customer service conversations with three types of conversational AI applications used in collaboration with customer service agents, namely conversational analytics, conversational coaching and chatbots.
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Uzma Noor, Mahnaz Mansoor and Amjad Shamim
This study examined the relationship between perceived personalization and positive electronic word of mouth, as well as the mediating impact of online advertising engagement and…
Abstract
Purpose
This study examined the relationship between perceived personalization and positive electronic word of mouth, as well as the mediating impact of online advertising engagement and the moderating effect of online users' modes on that relationship. The theory of presence serves as the foundation for the relationships among variables.
Design/methodology/approach
A quasi-experimental research design was used to carry out the investigation. The analysis was performed on 865 valid responses from the treatment and control groups.
Findings
Results showed no mediation for the control group and partial mediation for the treatment group. The treatment group's moderated mediation relationships were found as significant, but the control group's relationships were insignificant. The findings also supported the hypothesis that there is a significant association between perceived personalization and online advertising engagement for playful online users and a weak relationship for serious online users. On the mediation link of online advertising engagement between perceived personalization and positive electronic word of mouth, the conditional indirect influence of “online users' modes” has been specifically studied.
Originality/value
This study is the first to examine online advertising through the lens of the theory of presence and offers a moderated-mediation model of Online Users' Modes and Online Advertising Engagement, which is a valuable addition to the marketing body of knowledge.
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Tekila Harley Nobile and Lorenzo Cantoni
The purpose of the study is to reach an in-depth understanding of personalization and its components by developing a comprehensive definition of the concept in fashion. Moreover…
Abstract
Purpose
The purpose of the study is to reach an in-depth understanding of personalization and its components by developing a comprehensive definition of the concept in fashion. Moreover, it aims to clarify the open debate of the use of the terms personalization and customization.
Design/methodology/approach
The Delphi method was utilized for this study in order to collect the opinions of experts. This method is considered appropriate for reaching consensus among experts regarding a topic that is subject to debate.
Findings
The study provides a definition of personalization in fashion which is relevant in the current digital context, and it identifies the building components of the concept. By developing a definition of personalization, it also clarifies the meaning of customization in fashion and suggests a possible explanation for the use of the different terminologies among experts.
Originality/value
This study contributes to the personalization and customization debate by providing an expert perspective on the topics specific to the fashion industry and by offering insights into open debates that have limited its advancement. The definition represents an interesting theoretical contribution and offers avenues for further research. Moreover, it can be applied by fashion practitioners to guide the development of personalization strategies.
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Paulo Rita, Vasco Eiriz and Beatriz Conde
This study aims to determine how to influence the customer journey of mobile food ordering applications (MFOAs) users. It researches how available information could influence…
Abstract
Purpose
This study aims to determine how to influence the customer journey of mobile food ordering applications (MFOAs) users. It researches how available information could influence customers’ intention to use MFOAs platforms in the prepurchase stage and explores the potential of personalized information to improve customer satisfaction with these services in the postpurchase stage.
Design/methodology/approach
This research followed a mixed design, combining qualitative (focus groups) and quantitative (online survey) research and using both content analysis and partial least squares structural equation modeling.
Findings
Two types of available information (firm-generated information and online customer reviews) had a positive influence on the behavioral intention to use MFOAs. Additionally, findings showed that different web personalization strategies, namely, content personalization, functional personalization and system-driven personalization, were useful tools to create customer satisfaction with this type of platform.
Research limitations/implications
The study discusses limitations regarding the sample and sampling process, indicator variables and measures.
Practical implications
The present research provides actionable insights for online food delivery providers.
Originality/value
This study addresses a research gap in the literature and provides a novel and richer understanding of customer behavior toward mobile food delivery platforms. Also, it adds to the personalization research by identifying and testing a range of web personalization strategies.
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Khalid Mehmood, Katrien Verleye, Arne De Keyser and Bart Larivière
Over the last 50 years, increased attention for personalization paved the way for one-to-one marketing efforts, but firms struggle to deliver on this promise. The purpose of this…
Abstract
Purpose
Over the last 50 years, increased attention for personalization paved the way for one-to-one marketing efforts, but firms struggle to deliver on this promise. The purpose of this manuscript is to provide a complete picture on personalization, develop a future research agenda and put forth concrete advice on how to move the field forward from a theoretical, methodological, contextual, and practical viewpoint.
Design/methodology/approach
This research follows a systematic literature review process, providing an in-depth analysis of 135 articles (covering 184 studies) to distill the (1) key building blocks and components of personalization and (2) theoretical, contextual, and methodological aspects of the studies.
Findings
This manuscript uncovers six personalization components that can be linked to two personalization building blocks: (1) learning: manner, transparency, and timing and (2) tailoring: touchpoints, level, and dynamics. For each of these components, the authors propose future research avenues to stimulate personalization research that accounts for challenges in today's data-rich environments (e.g. data privacy, dealing with new data types). A theoretical, contextual, and methodological (i.e. industry, country and personalization object) review of the selected studies leads to a set of concrete recommendations for future work: account for heterogeneity, embed theoretical perspectives, infuse methodological innovation, adopt appropriate evaluation metrics, and deal with legal/ethical challenges in data-rich environments. Finally, several managerial implications are put forth to support practitioners in their personalization efforts.
Originality/value
This research provides an integration of personalization research beyond existing and outdated review papers. Doing so, it accounts for the impact of new technologies and Artificial Intelligence and aims to advance the next generation of knowledge development on personalization.
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Andreawan Honora, Kai-Yu Wang and Wen-Hai Chih
This research investigates the role of customer forgiveness as the result of online service recovery transparency in predicting customer engagement. It also examines the…
Abstract
Purpose
This research investigates the role of customer forgiveness as the result of online service recovery transparency in predicting customer engagement. It also examines the moderating roles of timeliness and personalization in this proposed model.
Design/methodology/approach
An online survey study using retrospective experience sampling and a scenario-based experimental study were conducted to test the proposed hypotheses.
Findings
Customer forgiveness positively influences customer engagement and plays a mediating role in the relationship between service recovery transparency and customer engagement. Additionally, timeliness and personalization moderate the positive influence of service recovery transparency on customer forgiveness. The positive influence of service recovery transparency on customer forgiveness is more apparent when levels of timeliness and personalization decrease.
Practical implications
To retain focal customers' engagement after a service failure, firms must obtain their forgiveness. One of the firm's online complaint handling strategies to increase the forgiveness level of focal customers is to provide a high level of service recovery transparency (i.e. responding to their complaints in a public channel), especially when the firm is unable to respond to online complaints quickly or provide highly personalized responses.
Originality/value
This research provides new insights into the underlying mechanism of customer engagement by applying the concept of customer forgiveness. It also contributes to the social influence theory by applying the essence of the theory to explain how other customers' virtual presence during the online complaint handling influences the forgiveness of focal customers in order to gain their engagement. Additionally, it provides insight into the conditions under which the role of service recovery transparency can be very effective in dealing with online complaints.
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Sunil Sahadev, Sean Chung, Mustafeed Zaman, Indria Handoko, Tan Vo-Thanh, Nguyen Phong Nguyen and Rajeev Kumra
The study aims to look at deep eWOM providing behaviour in m-commerce and attempts to explore its antecedents. Personalisation is proposed as an indirect antecedent of deep eWOM…
Abstract
Purpose
The study aims to look at deep eWOM providing behaviour in m-commerce and attempts to explore its antecedents. Personalisation is proposed as an indirect antecedent of deep eWOM providing behaviour mediated by hedonic and utilitarian value perceptions and personal identification.
Design/methodology/approach
Based on social-exchange theory, the conceptual model links the study antecedents to deep eWOM providing behaviour. The conceptual model was validated through a multi-country study. A large sample of m-commerce users in the UK (n = 505), India (n = 422) and Vietnam (n = 618) were contacted to collect the data. Data were analysed through structural equations modelling procedure with invariance analysis conducted to ensure that the results from the three samples could be compared. The authors also conducted post-hoc analysis to explore the mediation paths between variables.
Findings
The study finds support to the conceptual model across the samples from the three countries. Personalisation is found to increase value perceptions – both utilitarian and hedonic – and personal identification which leads to “deep” eWOM providing behaviour across all the three countries. The serial mediation also provides comparable results across the three countries.
Originality/value
The study contributes to the understanding of deep eWOM providing behaviour – a construct with high practical relevance which has however not been explored sufficiently in current literature. The study also contributes to the literature that analyses the consequences of personalisation in m-commerce.
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