NDLI: How Can Personalized Online Services Affect Customer Loyalty: The Relationship Building Perspective

Content Provider	IEEE Xplore Digital Library
Author	Yu-Wen Li Ting-Peng Liang Kwok-Kee Wei
Copyright Year	2013
Description	Author affiliation: Dept. of Inf. Manage., Nat. Sun Yat-Sen Univ., Kaohsiung, Taiwan (Yu-Wen Li; Ting-Peng Liang) \|\| Dept. of Inf. Syst., City Univ. of Hong Kong, Hong Kong, China (Kwok-Kee Wei)
Abstract	Personalization that uses information technology to tailor content and products/services to the preferences and tastes of individual customers has become a useful function in online relationship marketing. Many techniques have been developed, and research on personalized services has increased substantially in recent years. The objective of this research is to propose a relationship-building perspective that treats the relational benefits resulting from personalized services as the important mediated factors that affect customer loyalty. Both cognitive benefits and affective benefits are included in order to investigate their relative influences. In this study, a controlled laboratory experiment was conducted to investigate how different tactics of personalization on a website affect customer loyalty. There are three tactics for designing website personalization, including social ness, self-reference, and content relevance. The results showed that personalized services can contribute to customer loyalty by bringing relational benefits to customers, and the impact of affective benefit on customer loyalty is greater than that of cognitive benefits. The findings extend our existing understanding of personalization, and offer valuable information to practitioners on enhancing their website design.
Starting Page	79
Ending Page	85
File Size	173207
Page Count	7
File Format	PDF
ISBN	9780769549859
DOI	10.1109/ICSSI.2013.25
Language	English
Publisher	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Publisher Date	2013-05-29
Publisher Place	Taiwan
Access Restriction	Subscribed
Rights Holder	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Subject Keyword	Relationship marketing Relational Benefit Personalization Buildings Psychology Educational institutions Internet Mathematical model Reliability Web sites
Content Type	Text
Resource Type	Article

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1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
2	Indian Institute of Technology Kharagpur	Host Institute of the Project: The host institute of the project is responsible for providing infrastructure support and hosting the project	https://www.iitkgp.ac.in
3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
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