Leveraging customer knowledge – profiling and personalisation in e-business

Rowley, Jennifer and Slack, Frances (2001) Leveraging customer knowledge – profiling and personalisation in e-business. International Journal of Retail & Distribution Management, 29 (9). pp. 409-416. ISSN 0959-0552

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Abstract

Summarizes the papers presented at The Second Marketing Science and the Internet Conference entitled: “Understanding Consumer Behaviour on the Internet”, held in Los Angeles, 28-30 April 2000. Identifies key topical issues and future research agendas. Starts from the premise that research into consumer behaviour in the e-marketplace is in its infancy, and that a variety of different types of contributions will be necessary to achieve a more informed understanding of consumer behaviour in this new context. Groups current work under four headings: cognition – concerned with the consumer response to specific features embedded in the interface between the consumer and the organisation; customisation – which reviews the various options for personalisation in the marketing exchange, and their effectiveness and acceptability to the consumer; cumulation – which explores the cumulative effect of consumer behaviour on the marketplace; and context – concerned with the relativities between online and traditional retailing and business environments