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What do skin care consumers think about personalization of content, user interface or a combination of both?
Blekinge Institute of Technology, Faculty of Engineering, Department of Industrial Economics.
2019 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Background

The cosmetic industry is growing at a fast pace and, like other industries, there are a few problems regarding e-retailing that makes it hard for customers to make optimal purchase decision. Example of problems are; the number of e-retailers increase, e-retailers’ variety of products increase, and the content is almost unlimited. Companies have started to personalize to solve these problems. However, there is a lack in the literature regarding how-to best design personalization with regard to its dimensions and subcategories. Therefore, the next step is to get an understanding of which dimensions and subcategories that are the most effective.

Objectives

At present, the majority of the literature regarding personalization focus on how personalization can be performed and not in which way personalization should be performed to increase customer satisfaction and customer loyalty. This means that the knowledge regarding the subcategories within personalization and their effectiveness is limited. Therefore, the purpose of this thesis is to increase the body of knowledge regarding which subcategories that is the most effective in increasing customer satisfaction and/or loyalty. Knowledge about this topic can give companies perspectives to know how personalization should be designed to increase customer satisfaction and customer loyalty.

Methods

This study was a survey type, resulting in primary quantitative data collecting and analyzes. A pilot test was first made, before the final questionnaire. This to test the reliability and validity. The data from the pilot study were partly analyzed in SPSS and partly analyzed manually. The data from the final questionnaire were then analyzed in SPSS.

Results

Regarding customer satisfaction, there is a statistically significant difference between content personalization and AIGUI (Adaptive Interface and Graphical User Interface) personalization as well as between AIGUI personalization and combination (content and AIGUI) personalization. However, there is no statistical difference between content personalization and combination personalization. Regarding customer loyalty, the is no statistical difference between the personalization groups.

Conclusions

An e-retailer in the cosmetic industry should focus on content personalization or combination personalization

Abstract [sv]

Bakgrund

Industrin om kosmetik växer i en snabb takt och likt andra industrier finns det problem, kring återförsäljare som använder sig utav e-handel, som gör det svårt för kunderna att göra optimala köpbeslut. Exempel på problem är; Antalet återförsäljare som använder sig utav e-handel ökar, deras variationer av produkter ökar och informationen är i princip oändlig.

Mål

Litteraturen kring personligfiering handlar till större delen om hur personligfiering kan utformas och inte på vilket sätt personligfiering borde utformas för att öka kundnöjdhet och kundlojalitet. Detta innebär att kunskapen kring underkategorier av personligfiering och dess effektivitet är begränsad. Därför är syftet med studien att öka kunskapen kring underkategorier av personligfiering och ta reda på hur dessa påverkar kundnöjdhet och/eller kundlojalitet. Kunskap om detta kan ge företag perspektiv på hur de borde utforma sin personligfiering för att öka kundnöjdhet och kundlojalitet.

Metod

Denna studien använde sig utav en undersökning för att besvara avhandlingsfrågan. Detta resulterade i en studie av primär kvantitativ datainsamling och analysering. Först genomfördes en pilotstudie för att testa pålitligheten och giltigheten. Datan från pilotstudien var delvis analyserad i SPSS och delvis analyserad manuellt. Datan från den slutgiltiga käten analyserades i SPSS.

Resultat

Vad gäller kundnöjdhet framkom det att det finns en statistisk signifikant skillnad mellan innehålls personligfiering och AIGUI (Adaptive Interface and Graphical User Interface) personligfiering. Det finns också en statistisk signifikant skillnad mellan AIGUI personligfiering och combination (innehåll och AIGUI) personligfiering. Däremot framkom det att det inte finns någon statistisk signifikant skillnad mellan innehålls personligfiering och combination personligfiering. Vad gäller kundlojalitet framkom det att det inte finns någon statistisk signifikant skillnad mellan de olika personligfieringstyperna.

Slutsatser

En återförsäljare av kosmetik som använder sig utav e-handel borde fokusera på innehåll personligfiering eller combination personligfiering.

Place, publisher, year, edition, pages
2019.
Keywords [en]
Personalization, Customer Satisfaction, Customer Loyalty, Optimization, Customer attitude
Keywords [sv]
Personligfiering, Kundnöjdhet, Kundlojalitet, Optimering, Kunders attityd
National Category
Human Computer Interaction
Identifiers
URN: urn:nbn:se:bth-18880OAI: oai:DiVA.org:bth-18880DiVA, id: diva2:1368900
External cooperation
Semcon
Subject / course
Degree Project in Master of Science in Engineering 30,0 hp
Educational program
IEACI Master of Science in Industrial Management and Engineering
Supervisors
Examiners
Available from: 2019-11-11 Created: 2019-11-08 Last updated: 2019-11-11Bibliographically approved

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