Service Value Chains to Support Knowledge-Based Personalized Recommendations
Sonja Wendel, Amber Ronteltap, Benedict G. C. Dellaert, J.C.M. van Trijp · Socio-Environmental Systems Modeling · 2009
We investigate how consumers evaluate service value chains designed to create and deliver knowledge-based personalized recommendations. We conceptualize the underlying benefit trade-offs that consumers make in evaluating such systems as the manifestation of a psychological contract in which consumers contribute their personal information and effort in exchange for a more useful, tailored recommendation by the firm. Consumer benefit perceptions are differentially affected by the stages of such a system, and the context in which the use of a knowledge-based personalized recommendation system originates moderates the impact of consumer benefit perceptions on consumer willingness to use such systems.