| 000 | 01359cam a2200229 4500500 | ||
|---|---|---|---|
| 005 | 20250112061109.0 | ||
| 041 | _afre | ||
| 042 | _adc | ||
| 100 | 1 | 0 |
_aAbidi-Barthe, Ahlem _eauthor |
| 245 | 0 | 0 | _aCan customization or personalization foster loyalty? A qualitative approach |
| 260 | _c2021. | ||
| 500 | _a20 | ||
| 520 | _aThis 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. | ||
| 690 | _amass customization | ||
| 690 | _apersonalization | ||
| 690 | _ae-loyalty | ||
| 690 | _apersonalization | ||
| 690 | _ae-loyalty | ||
| 690 | _aMass Customization | ||
| 786 | 0 | _nLa Revue des Sciences de Gestion | 303-304 | 3 | 2021-01-29 | p. 33-44 | 1160-7742 | |
| 856 | 4 | 1 | _uhttps://shs.cairn.info/journal-revue-des-sciences-de-gestion-2020-3-page-33?lang=en |
| 999 |
_c225510 _d225510 |
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