ÜRÜN KİŞİSELLEŞTİRME VE ÜRÜN ÖZELLEŞTİRMENİN KARŞILAŞTIRILMASI: KAVRAMSAL BİR ÇERÇEVE

Yıl 2023, Cilt: 4 Sayı: 7, 54 - 64, 30.06.2023

Seyfettin Anmaç

https://doi.org/10.51727/tbj.1306824

Cited By: 1

Öz

Kişiselleştirme ürün veya hizmetlerin bazı özellikleri bakımından müşterinin tercihlerine daha uygun hale getirilmesidir. Ürün ve hizmetlerde bireyselleştirme şirket tarafından yapıldığında ürün kişiselleştirme, müşteri tarafından yapıldığında ise ürün özelleştirme olarak adlandırılmaktadır. Bu çalışmada ürün kişiselleştirme ve ürün özelleştirme iki farklı kişiselleştirme kavramı olarak ele alınmış ve karşılaştırılmıştır. Literatür taraması sonucunda ürün kişiselleştirmenin firma tarafından başlatılan, müşteri verisine dayanan, kontrolün şirkette olduğu, kişiselleştirilmiş deneyime odaklanan bir süreç iken; ürün özelleştirmenin ise müşteri tarafından başlatılan, müşteri tercihlerine dayanan, kontrolün müşteride olduğu, kullanıcının esnekliğine ve seçeneklerine odaklanan bir süreç olduğu belirtilmiştir.

Anahtar Kelimeler

Ürün Kişiselleştirme, Ürün özelleştirme, Kişiselleştirilmiş Pazarlama

A COMPARISON OF PRODUCT PERSONALIZATION AND PRODUCT CUSTOMIZATION: A CONCEPTUAL FRAMEWORK

Öz

Personalization is the adaptation of products or services to the preferences of the customer in terms of some features. Individualization in products and services is called product personalization when it is initiated by the company and product customization when it is initiated by the customer. In this study, product personalization and product customization are discussed and compared as two different personalization concepts. Based on literature review it is pointed out that whereas product personalization is a process initiated by the company, based on customer data, where the control is in the company and focused on personalized experience; product customization is a process initiated by the customer, based on customer preferences, where the customer is in control, focused on the flexibility and options of the user.

Anahtar Kelimeler

Personalization, Customization, Personalized Marketing

Kaynakça

• Allen, C., Yaeckel, B., & Kania, D. (1998) Internet World Guide To One-To-One Web Marketing. John Wiley & Sons, Inc.
• Arora, N., Dreze, X., Ghose, A., Hess, J. D., Iyengar, R., Jing, B. … Sajeesh, S. (2008) Putting One-To-One Marketing To Work: Personalization, Customization, And Choice. Marketing Letters, Vol; 19, No; 3-4, p;305
• Bardakci, A. ve Whitelock, J. (2003) Mass‐Customisation in Marketing: The Consumer Perspective, Journal Of Consumer Marketing, Vol;20, No;5, p;463-479
• Boudet, J., Gregg, B., Rathje, K., Stein, E., & Vollhardt, K. (2019) The Future Of Personalization—And How To Get Ready For It. Recuperado el, 12
• Chandra, S., Verma, S., Lim, W. M., Kumar, S., & Donthu, N. (2022) Personalization in Personalized Marketing: Trends And Ways Forward, Psychology & Marketing, Vol;39, No;8, p;1529-1562
• Chellappa, R. K. ve Sin, R. G. (2005) Personalization Versus Privacy: An Empirical Examination Of The Online Consumer’s Dilemma, Information Technology And Management, Vol;6, No;2-3, p;181-202
• Dellaert, B. G., & Stremersch, S. (2005) Marketing Mass-Customized Products: Striking A Balance Between Utility And Complexity. Journal Of Marketing Research, Vol; 42, No;2, p;219-227
• Franke, N., Keinz, P., & Steger, C. J. (2009) Testing The Value Of Customization: When Do Customers Really Prefer Products Tailored to Their Preferences?, Journal of Marketing, Vol;73, No;5, p;103-121
• Karwatzki, S., Dytynko, O., Trenz, M. ve Veit, D. (2017) Beyond The Personalization–Privacy Paradox: Privacy Valuation, Transparency Features, and Service Personalization, Journal of Management Information Systems, Vol;34, No;2, p;369-400
• Kramer, J., Noronha, S. ve Vergo, J. (2000) A User-Centered Design Approach to Personalization. Communications of the ACM, Vol;43, No;8, p;44-48
• Meuer, M., Middelhoff, J., Segorbe, J., & Vollhardt, K. (2019) The New Way to Engage With Energy Customers: Personalization At Scale. McKinsey & Company
• Peppers, D., & Rogers, M. (1997). The One-To-One Future. New York: Double Day Publications.
• Ricotta, F., & Costabile, M. (2007). Customizing Customization: A Conceptual Framework For Interactive Personalization. Journal Of Interactive Marketing, Vol;21, No;2, p;6-25
• Sunikka, A., & Bragge, J. (2012) Applying Text-Mining To Personalization and Customization Research Literature–Who, What And Where?. Expert Systems with Applications, Vol;39, No;11, p;10049-10058
• Tam, K. Y., & Ho, S. Y. (2005) Web Personalization As A Persuasion Strategy: An Elaboration Likelihood Model Perspective. Information Systems Research, Vol;16, No;3, p;271-291
• Wind, J. ve Rangaswamy, A. (2001). Customerization: The Next Revolution in Mass Customization. Journal of Interactive Marketing, Vol;15, No;1, p;13-32
• www.personalizationprofessionals.org (Access: 21.05.2023)
• Vesanen, J. (2007). What is Personalization? A Conceptual Framework. European Journal of Marketing, Vol;41, No;5/6, p; 409-418