Keywords: Individualization
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Journal Articles

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

Khalid Mehmood, Katrien Verleye, Arne De Keyser, Bart Larivière
Journal: Journal of Service Management
Journal of Service Management (2023) 34 (3): 520–552.
https://doi.org/10.1108/JOSM-10-2021-0405
Published: 21 June 2022
... such as promotions, price, and product recommendations to the consumer (Bleier et al., 2018 ; Libai et al., 2020) and fits within the overall market trend to individualize touchpoints between consumers and firms in data-rich environments. The idea of personalization has been around for a long...
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Includes: Supplementary data
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