THE IMPACT OF PERSONALIZATION TOWARDS CUSTOMER ENGAGEMENT IN TELECOMMUNICATION INDUSTRY

• Main Author: Victoria Prasasti, Maria
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/61146
• Institution: Institut Teknologi Bandung

In telecommunication industry, customer engagement has become important as competition becomes more fierce and modern customers are critical customers who cannot be easily engaged. Out of all features in mobile application, personalization is a great way to engage today's customers, although the research is limited. Therefore, this study aims to analyze further about personalization and its relationship with customer engagement. In more detail, this study uses service quality, information quality, and system quality as dimensions of the mobile application to determine which elements of mobile apps should be personalized. Furthermore, consumer engagement is assessed as a multidimensional concept consist of Cognitive Engagement, Emotional Engagement, and Behavioral Engagement. As a result, the total of 409 responses with criteria domiciled in Bandung and have used telecommunication mobile applications were collected. To analyze the data, this study used a technique named PLS-SEM. The result indicates that all of personalized features of mobile applications have a positive and significant influence on the customer engagement in the telecommunications industry. Furthermore, service quality is a feature that should be prioritized when personalizing a mobile application because of its effect size. With the results obtained, this study contributes to the studies on personalization and consumer engagement which is not deeply studied in telecommunication industry. Furthermore, this study can be an evidence to support the consideration of offering personalization in mobile application. This study recommends future research conducted to analyze what aspects may have a bigger impact on customer engagement, as the personalization effect is only medium.