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

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

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