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

(2023) JOURNAL OF SERVICE MANAGEMENT. 34(3). p.520-552
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Abstract
Purpose Over the last 50 years, increased attention for personalization paved the way for one-to-one marketing efforts, but firms struggle to deliver on this promise. The purpose of this manuscript is to provide a complete picture on personalization, develop a future research agenda and put forth concrete advice on how to move the field forward from a theoretical, methodological, contextual, and practical viewpoint. Design/methodology/approach This research follows a systematic literature review process, providing an in-depth analysis of 135 articles (covering 184 studies) to distill the (1) key building blocks and components of personalization and (2) theoretical, contextual, and methodological aspects of the studies. Findings This manuscript uncovers six personalization components that can be linked to two personalization building blocks: (1) learning: manner, transparency, and timing and (2) tailoring: touchpoints, level, and dynamics. For each of these components, the authors propose future research avenues to stimulate personalization research that accounts for challenges in today's data-rich environments (e.g. data privacy, dealing with new data types). A theoretical, contextual, and methodological (i.e. industry, country and personalization object) review of the selected studies leads to a set of concrete recommendations for future work: account for heterogeneity, embed theoretical perspectives, infuse methodological innovation, adopt appropriate evaluation metrics, and deal with legal/ethical challenges in data-rich environments. Finally, several managerial implications are put forth to support practitioners in their personalization efforts. Originality/value This research provides an integration of personalization research beyond existing and outdated review papers. Doing so, it accounts for the impact of new technologies and Artificial Intelligence and aims to advance the next generation of knowledge development on personalization.
Keywords
Strategy and Management, Tourism, Leisure and Hospitality Management, Business, Management and Accounting (miscellaneous), Personalization, Individualization, One-to-one marketing, Systematic literature review, Consumer experience, Technology, Digital, OF-THE-ART, WEB PERSONALIZATION, SERVICE RESEARCH, PRIVACY PARADOX, WEBSITE QUALITY, ONLINE, INFORMATION, RECOMMENDATION, CUSTOMIZATION, PERCEPTIONS

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Citation

Please use this url to cite or link to this publication:

MLA
Mehmood, Khalid, et al. “Piloting Personalization Research through Data-Rich Environments : A Literature Review and Future Research Agenda.” JOURNAL OF SERVICE MANAGEMENT, vol. 34, no. 3, 2023, pp. 520–52, doi:10.1108/josm-10-2021-0405.
APA
Mehmood, K., Verleye, K., De Keyser, A., & Larivière, B. (2023). Piloting personalization research through data-rich environments : a literature review and future research agenda. JOURNAL OF SERVICE MANAGEMENT, 34(3), 520–552. https://doi.org/10.1108/josm-10-2021-0405
Chicago author-date
Mehmood, Khalid, Katrien Verleye, Arne De Keyser, and Bart Larivière. 2023. “Piloting Personalization Research through Data-Rich Environments : A Literature Review and Future Research Agenda.” JOURNAL OF SERVICE MANAGEMENT 34 (3): 520–52. https://doi.org/10.1108/josm-10-2021-0405.
Chicago author-date (all authors)
Mehmood, Khalid, Katrien Verleye, Arne De Keyser, and Bart Larivière. 2023. “Piloting Personalization Research through Data-Rich Environments : A Literature Review and Future Research Agenda.” JOURNAL OF SERVICE MANAGEMENT 34 (3): 520–552. doi:10.1108/josm-10-2021-0405.
Vancouver
1.
Mehmood K, Verleye K, De Keyser A, Larivière B. Piloting personalization research through data-rich environments : a literature review and future research agenda. JOURNAL OF SERVICE MANAGEMENT. 2023;34(3):520–52.
IEEE
[1]
K. Mehmood, K. Verleye, A. De Keyser, and B. Larivière, “Piloting personalization research through data-rich environments : a literature review and future research agenda,” JOURNAL OF SERVICE MANAGEMENT, vol. 34, no. 3, pp. 520–552, 2023.
@article{8763375,
  abstract     = {{Purpose Over the last 50 years, increased attention for personalization paved the way for one-to-one marketing efforts, but firms struggle to deliver on this promise. The purpose of this manuscript is to provide a complete picture on personalization, develop a future research agenda and put forth concrete advice on how to move the field forward from a theoretical, methodological, contextual, and practical viewpoint. Design/methodology/approach This research follows a systematic literature review process, providing an in-depth analysis of 135 articles (covering 184 studies) to distill the (1) key building blocks and components of personalization and (2) theoretical, contextual, and methodological aspects of the studies. Findings This manuscript uncovers six personalization components that can be linked to two personalization building blocks: (1) learning: manner, transparency, and timing and (2) tailoring: touchpoints, level, and dynamics. For each of these components, the authors propose future research avenues to stimulate personalization research that accounts for challenges in today's data-rich environments (e.g. data privacy, dealing with new data types). A theoretical, contextual, and methodological (i.e. industry, country and personalization object) review of the selected studies leads to a set of concrete recommendations for future work: account for heterogeneity, embed theoretical perspectives, infuse methodological innovation, adopt appropriate evaluation metrics, and deal with legal/ethical challenges in data-rich environments. Finally, several managerial implications are put forth to support practitioners in their personalization efforts. Originality/value This research provides an integration of personalization research beyond existing and outdated review papers. Doing so, it accounts for the impact of new technologies and Artificial Intelligence and aims to advance the next generation of knowledge development on personalization.}},
  author       = {{Mehmood, Khalid and Verleye, Katrien and De Keyser, Arne and Larivière, Bart}},
  issn         = {{1757-5818}},
  journal      = {{JOURNAL OF SERVICE MANAGEMENT}},
  keywords     = {{Strategy and Management,Tourism,Leisure and Hospitality Management,Business,Management and Accounting (miscellaneous),Personalization,Individualization,One-to-one marketing,Systematic literature review,Consumer experience,Technology,Digital,OF-THE-ART,WEB PERSONALIZATION,SERVICE RESEARCH,PRIVACY PARADOX,WEBSITE QUALITY,ONLINE,INFORMATION,RECOMMENDATION,CUSTOMIZATION,PERCEPTIONS}},
  language     = {{eng}},
  number       = {{3}},
  pages        = {{520--552}},
  title        = {{Piloting personalization research through data-rich environments : a literature review and future research agenda}},
  url          = {{http://doi.org/10.1108/josm-10-2021-0405}},
  volume       = {{34}},
  year         = {{2023}},
}

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