How “ready” are customers for mass customisation? An exploratory investigation

Bardakçı, Ahmet; Whitelock, Jeryl

doi:10.1108/03090560410560164

Cited by 66 publications

(31 citation statements)

References 18 publications

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“…However, as Treiblmaier and Pollach (2011:p.15) argue that "personalisation does not necessarily produce the favourable results companies may expect" but rather highlight the issue of privacy. Likewise, many studies suggest that personalisation has provoked privacy concerns amongst online users which consequently challenge its acceptance in online environments (Bardaki and Whitelock, 2004;Kobsa, 2002;Kobsa, 2007;Kobsa and Schreck, 2003;Teltzrow and Kobsa, 2004;Treiblmaier and Pollach, 2011). Similarly, Kumar, Varma and Sureka (2011) argue that "maintaining the individual privacy is a great challenge" which also echoes Treiblmaier and Pollach (2011) who argue that the "debate about the trade-off between personalisation and user privacy will continue " (p.15).…”

Section: Personalised Marketing and Privacy Concernsmentioning

confidence: 89%

Mining social network data for personalisation and privacy concerns: a case study of Facebook's Beacon

Jamal

Coughlan

Kamal

2013

IJBIS

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Abstract:The popular success of online social networking sites (SNS) such as Facebook is a hugely tempting resource of data mining for businesses engaged in personalised marketing. The use of personal information, willingly shared between online friends' networks intuitively appears to be a natural extension of current advertising strategies such as word-of-mouth and viral marketing. However, the use of SNS data for personalised marketing has provoked outrage amongst SNS users and radically highlighted the issue of privacy concern. This paper inverts the traditional approach to personalisation by conceptualizing the limits of data mining in social networks using privacy concern as the guide. A qualitative investigation of 95 blogs containing 568 comments was collected during the failed launch of Beacon, a third party marketing initiative by Facebook. Thematic analysis resulted in the development of taxonomy of privacy concerns which offers a concrete means for online businesses to better understand SNS business landscape-especially with regard to the limits of the use and acceptance of personalised marketing in social networks.

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Section: Personalised Marketing and Privacy Concernsmentioning

confidence: 89%

Mining social network data for personalisation and privacy concerns: a case study of Facebook's Beacon

Jamal

Coughlan

Kamal

2013

IJBIS

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“…The custom-mer may not be willing to pay a higher price for a service which is not necessarily better (Bardakci & Whitelock 2004). In other word, the marginal return for the additional cost may be zero or even negative.…”

Section: Quadratic Effect Of Customizationmentioning

confidence: 93%

The effect of standardization and customization on service satisfaction

Wang

et al. 2010

J Serv Sci

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Standardization versus customization in service design is a topic of considerable discussion and debate. While it is recognized that service providers need to standardize or customize their services, it is unclear how such efforts may affect customer satisfaction. We hypothesize that standardization and customization may contribute to service satisfaction in a nonlinear fashion, and simultaneous efforts of standardizing and customizing service may not produce synergy in affecting customer perceptions of service. Empirical data collected from a sample of automobile after sale service customers offer considerable support for these hypotheses.

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“…Finally, customers need to invest a reasonable amount of time in the designing process to specify their preferences when ordering a customized product. 1,23,27,28 Hence, we assume that customer preference and support, which affect a customer ' s readiness for mass customization, represent a signifi cant analytical dimension for fi rm profi ling in a wide range of businesses.…”

Section: Customer Support and Preferencementioning

confidence: 99%