Personalisation in marketing: an exploratory study

Dangi, Hamendra Kumar; Malik, Anuradha

doi:10.1504/ijima.2017.084079

Cited by 14 publications

(8 citation statements)

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“…Personalization as an act allows customers to be presented with information based on their own preferences or profiles. As it is believed that every user is unique, some people feel that their information preferences are unique as well (Dangi and Malik, 2017). Personalization also means the continuous improvement of guest experiences by satisfying their needs effectively and efficiently (Ferenczuk, 2018).…”

Section: Resultsmentioning

confidence: 99%

Exploring dimensions of the customer experience at budget hotels during the COVID-19 pandemic: a netnography approach

Girija

Sharma

Kaushal

2022

QMR

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Purpose In 2020, the world encountered travel restrictions because of pandemic, and the hospitality sector across the globe was one of the most affected industries. The purpose of this study is to further explore real-time experiences of guests who stayed in budget hotels and how pandemic has changed the expectations of its customer segment. Design/methodology/approach The current study uses netnography to examine customer experience of guests who stayed at budget hotels during the COVID-19 pandemic. A thematic analysis was conducted using NVivo 12 plus on 1,391 customer reviews collected from various travel portals. Findings The results suggested personalization and hygiene were the most significant themes that influence customer experience during the COVID-19 pandemic. The authors’ analysis revealed that the use of self-service technologies like contactless services during check-in, checkouts and use of Quick Response codes in restaurants and other services would help reduce the perceived risk of guests and enhance the overall customer experience. Originality/value The branded budget hotel sector has pumped in lot of money envisaging growth just before the COVID crises emerged. Therefore, the fast recovery is of paramount importance for the sector. Additionally, majority of the pandemic-related studies in hospitality sector have focused on luxury hotels and failed to address the real-time experiences of customers with respect to budget hotels of a developing country. The outcome of this study will be relevant for the budget hotels and policymakers because they face the crucial task of reviving and sustaining enterprises and the industry at large.

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Section: Resultsmentioning

confidence: 99%

Exploring dimensions of the customer experience at budget hotels during the COVID-19 pandemic: a netnography approach

Girija

Sharma

Kaushal

2022

QMR

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“…Personalisation was predominantly featured in marketing communication through direct marketing, for instance, in the form of personalised letters. Although such letters first emerged as early as the conclusion of the 19th century (Dangi & Malik, 2017), the subsequent century did not witness any notable innovations. It was Surprenant and Solomon in the late 1980s who first used the term "personalisation".…”

Section: Marketing Before 1990mentioning

confidence: 99%

“…With the advancements in technology and the extensive gathering of consumer data, coupled with the change in overall purchasing behaviours, its significance is ever-increasing. Today, in a consumer market beset by a high level of saturation and competitiveness, personalisation is not just a tool for differentiation, but an indispensable requirement, particularly in the ecommerce industry (Dangi & Malik, 2017). The ultimate objective of assuring the maximum feasible relevance of content, assortment, and advertising has long been a tacit expectation of customers.…”

Section: Introductionmentioning

confidence: 99%

Opinion balance of news in the time of mistrust in media and democratic institutions

Greguš,

Škvareninová

2023

Media &Amp; Marketing Identity

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The paper deals with the opinion balance of news in television broadcasting. In the context of ever-increasing mistrust in traditional media and democratic systems and the polarization of society, we try to point out the current state of media production in this specific area, considering its possible consequences for the perception of the media by the recipients. They are increasingly turning to alternative or even disinformation media to obtain information other than mainstream. In our research part, we are looking for a current state of the balance of opinions, which should be part of well-functioning and objective reporting and should inspire people’s trust in television broadcasting. The article offers the results of research carried out on a sample of 374 television contents broadcast by the public broadcaster RTVS and the authorized broadcaster TV Markíza in the period from February 12th, 2023, to March 25th, 2023. From the data, it is possible to conclude that there are deficiencies in television news from the point of view of maintaining impartiality in broadcasting

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“…Using the information previously obtained in real-time about the customer profile is then used to offer products or services according to customer needs. Similarly, personalization simply means individualizing customers' shopping experiences based on data collected about them by marketers (Dangi & Malik, 2017). Thus, one of the keys to success in carrying out personalized marketing is technology and customer data.…”

Section: Literature Reviewmentioning

confidence: 99%

Analysis of Demography, Psychograph and Behavioral Aspects of Telecom Customers Using Predictive Analytics to Increase Voice Package Sales

Goenandar

Ariyanti

2021

JCS

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In 2018, Telkomsel's core business shifted its main services from Telephone and SMS services to Data and Digital services, since a declining trend of revenue starting 2014. However, telephone service still contributed 28.4% to the revenue and was the second largest, while SMS gave 4.1%. This research predicts voice package buyers using predictive analytics to identify customer profiles and significant variables to form appropriate target customer segmentation. Logistic regression was used to predict customers who would buy voice packages using 15 input variables. Next, analytics was done by dividing the data into 70% training data sets and 30% testing data obtained from customer voice package user data. The model accuracy gained 97.2%, and the top seven significant variables were formed. Then five clusters of customer segmentation were formed based on top significant variables using the K-Means clustering technique. Based on the results of the prediction model and clustering, behavioral targeting was conducted to provide targeted gimmick products based on five segmentations formed, and then it was divided into two main target customers by considering the similarity of behaviors based on revenue voice, minutes of voice usage, voice transactions, day of voice usage and data payload, thus it was more targeted.

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Personalisation in marketing: an exploratory study

Cited by 14 publications

References 0 publications

Exploring dimensions of the customer experience at budget hotels during the COVID-19 pandemic: a netnography approach

Exploring dimensions of the customer experience at budget hotels during the COVID-19 pandemic: a netnography approach

Opinion balance of news in the time of mistrust in media and democratic institutions

Analysis of Demography, Psychograph and Behavioral Aspects of Telecom Customers Using Predictive Analytics to Increase Voice Package Sales

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