TY  - BOOK
AU  - Abidi-Barthe,Ahlem
TI  - Can customization or personalization foster loyalty? A qualitative approach
PY  - 2021///.
							
N1  - 20
N2  - This article aims to achieve an in-depth understanding of customers’ responses to personalization and mass customization, two major facets of customer-centric marketing. Its objective is to compare the perceptions and assessments of personalization and customization held by theorists and practitioners on the one hand, and consumers in an e-commerce context on the other. A conceptual framework as well as a qualitative study are presented. The latter shows a huge discrepancy between the claims of theorists and especially professionals with regard to personalization and customization and the actual expectations and perceptions of customers
UR  - https://shs.cairn.info/journal-revue-des-sciences-de-gestion-2020-3-page-33?lang=en
ER  -