Personalization in digital services : information technology supporting service personalization process
Korhonen, Olli (2017-06-13)
Korhonen, Olli (2017) Personalization in digital services : information technology supporting service personalization process. In: Pucihar et al. (eds.) 30th bled econference: digital transformation - from connecting things to transforming our lives. June 18-21, 2017, Bled, Slovenia, pp. 749-756.
© 2017 University of Maribor Press. Published in this repository with the kind permission of the publisher.
appropriate products and services for individual users. Service providers utilize personalization technologies for understanding the individual user needs, and for personalizing their service offerings for those needs. That perspective follows the value models of manufacturing, wherein service provider personalizes the services for the user, and where the roles of service provider and user are distinct. However, propositions that markets have transformed to services, wherein services are co-created between actors, is not supporting the traditional personalization perspective properly. For example, healthcare services are not only personalized for the user, but in co-creation with the user. Therefore in my research proposal, the aim is to examine service personalization, and the role of IT in the service personalization process, from the perspectives of different actors.
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