Service Value Chains to Support Knowledge-Based Personalized Recommendations

Sonja Wendel, Erasmus University, The Netherlands
Amber Ronteltap , Wageningen University, The Netherlands
Benedict G.C. Dellaert , Erasmus University, The Netherlands
J.C.M. (Hans) Van Trijp, Wageningen University, The Netherlands
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.
[ to cite ]:
Sonja Wendel, Amber Ronteltap , Benedict G.C. Dellaert , and J.C.M. (Hans) Van Trijp (2009) ,"Service Value Chains to Support Knowledge-Based Personalized Recommendations", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 855-855.