Personalized Information Management by Online Stores in 4C Model. Case Study

Abstract

The increasing complexity of the business environment, growing knowledge requirements, development of information technologies, and competitiveness implies the need of implementation of information management systems. Moreover, welter of information about online customers, their individual behavior, and their expectations force entrepreneurs to manage information in a personalized way. Monitoring Internet users behavior, creating their profiles (based on data about age, sex, lifestyle, interests, family, work, etc.), and controlling current traffic on the Web site give wide range of possibilities in creating a real model of potential customers preference and using it in online communication. This study concentrates on possibilities of using personalized communication in the information management by online stores in 4C model.

Piloting personalization research through data-rich environments: a literature review and future research agenda

“…Moreover, consumers may deliberately provide inaccurate information in attempts to secure their privacy or sometimes not be able to provide accurate information (Chung et al ., 2009; Glushko and Nomorosa, 2012). Implicit learning, in turn, requires no time or effort of consumers, but may violate consumer privacy perceptions (Kubicka, 2016) because consumers may lack knowledge about cookies even though firms inform users about their application (Strycharz et al ., 2019). As such, higher perceptions of intrusion into one's personal life may emerge (Aguirre et al ., 2016) along with lower consumer satisfaction and reduced behavioral intentions (Taylor et al ., 2009).…”

“…However, a tipping point may emerge when consumers feel that firms know too much about them. In these situations, consumers may perceive violations of their privacy (Kubicka, 2016) and intrusion into their lives (Thirumalai and Sinha, 2013). Moreover, these issues may prompt users to distrust firms, especially if they do not recall having given consent to the firm for using their personal information (Aguirre et al ., 2015).…”

Gelişimi, Teorileri, Taktikleri ve Spordan Örneklerle İlişki Pazarlama

“…İlerleyen dönemlerde ihtiyaç hissedildikçe 4P'nin yanına eklemeler yapılmış (en son 27P görüldü. Reklamdoktoru, 2018), P'lerden sonra 1990 yılında Robert Lauterborn tarafından Philip Kotler'in 4P teorisinin yeni bir formülü olarak C'ler önerilmiştir (Kubicka, 2016). Hatta bu durum bazı pazarlama araştırmacıları için eğlence haline gelerek P'lere belirsiz bir pazarlama anlamı atfedilebileceği varsayılarak, listeye planktonun bile eklenebileceği dile getirilmiştir (Harker & Egan, 2006).…”

The Role of Information Relations in Network Organizations

“…It is no longer possible to make appropriate and rational decisions without accurate and up-to-date information in the management processes. Their shortage causes the need to collect data, which in effect may strengthen the position of the company (Kubicka, 2016). The shaping of contemporary processes in enterprises resulted in the emergence of a new information infrastructure in which relations regarding the production, processing, storage, and use of data and information play a dominant role (Andriushchenko et al, 2019).…”