University of Twente Student Theses


Improving customer satisfaction through personalization

Berg, A.W. van den (2015) Improving customer satisfaction through personalization.

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Abstract:From the owner of the grocery shop around the corner to the search results of Google: personalization is found in all facets of society. In this thesis, personalization is applied on the online services of the Dutch Railways (NS), in order to improve the customer satisfaction regarding those services. More specifically, personalization is used to reduce customer effort, which is an indicator of customer satisfaction. Using a literature study and real-world case studies, background information about personalization is retrieved and summarized. A design science approach is used to redesign two online services, in order to reduce customer effort. The redesign is demonstrated and validated to estimate its effects on customer effort, and analyzed to determine its impact on the IT landscape of NS. Finally, findings from both literature and the redesign analysis are synthesized to define generic impact factors of personalization on the IT of a company.
Item Type:Essay (Master)
Nederlandse Spoorwegen, Utrecht, The Netherlands
Faculty:EEMCS: Electrical Engineering, Mathematics and Computer Science
Subject:54 computer science, 85 business administration, organizational science
Programme:Business Information Technology MSc (60025)
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