Issues of online personalisation in commercial and public service delivery
M. Lips, S. van der Hof, C. Prins & T. Schudelaro
Pages: 200 pages
ISBN (softcover) : 9789058501219
Online personalisation is a concept that is considered by many to become a killer-application in e-commerce and perhaps even e-government. Emerging personalisation applications may have profound effects on information and transaction relationships between individuals and organisations in our society. They not only stimulate further attention for personalisation opportunities in our online service environments, therefore, but also point at the necessity to explore this new phenomenon more extensively in this early stage of development – now that organisations still seem to have choices regarding the design and regulation of these newly developing online informational relationships. So far however, it turns out to be the case that online personalisation and especially its implications have been hardly researched upon and, consequently, are not well known at present.
This research report aims to fill this knowledge gap as it broadly explores from a multidisciplinary perspective various meanings, ways and developments of online personalisation in commercial and public service provision.