Unit:
Κατεύθυνση Διοικητική Επιχειρήσεων και ΤραπεζώνLibrary of the Faculty of Economics and of the Faculty of Business Administration
Author:
Mantikas Nikolaos
Supervisors info:
Αθανάσιος Δήμας, Δόκτωρ, Τμήμα Διοίκησης Επιχειρήσεων, Οικονομικών Επιστημών, ΕΚΠΑ
Original Title:
H εξατομίκευση μέσω των κοινωνικών ψηφιακών δικτύων ως ένας παράγοντας που οδηγεί στην ανάπτυξη της επιχείρησης, ενισχύοντας την ελκυστικότητα της και την πελατειακή της πιστότητα.
Translated title:
Personalization through social digital networks as a factor that leads to business growth, enhancing business attractiveness and customer loyalty.
Summary:
The consumer of our time is probably more connected and informed than any other time. His ability to check prices in real time, compare products or services and values, exchange opinions and visual data, and demand more is a special phenomenon. For the first time, consumers have communication tools that provide them with insights from global experiences and explore their relationships with companies. This connectivity, while it has provided consumers with the opportunity for market differentiation and more sophisticated behavior, has also created opportunities and problems for businesses. In particular, it has allowed retailers to connect with their customers in a more personalized way. Consumer expectations have been shaped differently since the mid-20th century, when access to products was the main issue of purchasing behaviour. Today, consumers want to stand out. The desire for personalised products is more pronounced. Organizations understood this underlying need and so the idea of personalization in products and services was developed. In this context, personalization recognizes the individuality of each consumer, offering products and services suitable for their preferences. The practical form of personalization is understood as an attempt to adaptive interaction in order to meet customer expectations. This paper examines the above points and conducted statistical analysis to identify the relationships between personalized experience and customer loyalty.
Main subject category:
Social, Political and Economic sciences
Keywords:
Personalisation, social digital networks, customer loyalty, business growth
Number of references:
111
File:
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ΝΙΚΟΛΑΟΣ ΜΑΝΤΙΚΑΣ_ΔΕ ΠΜΣ ΔΟΜ_Nοέμβριος 2024.pdf
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