@thesis{Poluianova2022, author = {Poluianova, Evgeniia}, title = {Impact on customer experience as a result of personalization and customization of touchpoints during the customer journey}, publisher = {Technische Hochschule Ingolstadt}, address = {Ingolstadt}, url = {http://nbn-resolving.de/urn:nbn:de:bvb:573-34046}, pages = {VII, 153}, school = {Technische Hochschule Ingolstadt}, year = {2022}, abstract = {Today personalisation and customisation are widely applied in marketing to improve efficiency of touchpoints and interaction between a company and customers. Studies show that these concepts improve customer experience and lead to higher business results. Some personalisation and customisation tools are considered as standard today. The goal of this research is to ask customers what they think about personalisation they experienced, what aspects they find positive and negative, and what they think could be improved. Another subquestion we partly covered in this research is what customers think about the privacy aspect of personalisation, because personalisation by its nature is based on customers' inputs. In this work we analysed customers' information about five touchpoints during the customer journey: 4 of them mostly relate to the pre-purchase stage and one of them to the post-purchase stage. A mixture of explorative and qualitative approaches were used. The methodology for addressing the research questions include reviewing relevant literature, explaining key concepts and getting empirical interview data. The analysis is based on in-depth interviews with potential consumers that make online and offline purchases regularly. After that it was analysed by identifying specific categories in the transcripts of interviews. Key contributions of the thesis is the confirmation of some ideas existing in the literature, identification of some new aspects of how customers perceive personalisation and how it impacts their customer experience. Key words: personalisation, personalization, customisation, customization, customer experience, customer journey, touchpoints.}, language = {en} }