The Role of Personalization in Shaping Consumer Relations with Digital Goods and Services: Implications for Marketing Strategies

Shokenova Tolkunai (2025) The Role of Personalization in Shaping Consumer Relations with Digital Goods and Services: Implications for Marketing Strategies. Menedzsment Kar (2025-)-.

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Absztrakt (kivonat)

This thesis examines how personalization in digital goods and services influences consumer trust and loyalty, and how privacy concerns shape the acceptance of personalized experiences. As AI-driven personalization becomes increasingly integrated into digital platforms, users benefit from greater relevance and convenience while simultaneously expressing heightened concern about data collection and algorithmic opacity. Drawing on international and Hungarian literature, the study applies theoretical frameworks such as the Technology Acceptance Model, the Privacy Calculus, and Relationship Marketing Theory to explore these dynamics. The empirical component is based on a quantitative online survey of 105 respondents, supplemented by qualitative insights from an open-ended question. The findings show that perceived personalization strongly enhances both trust and loyalty, while privacy concerns exert a modest but negative influence on these relationships. Ethical expectations – particularly transparency, user control and responsible data use – emerge as significant factors supporting trust and acceptance. The results highlight that effective personalization requires not only technical accuracy but also ethical and transparent data practices. The thesis concludes that responsible personalization can strengthen long-term consumer relationships, provided that companies balance personalization benefits with privacy protection and user autonomy.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Menedzsment Kar (2025-)-

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Gazdálkodási és menedzsment

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	consumer loyalty, digital goods, digital services, digitális eszközök, digitális szolgáltatások, ethics, fogyasztói szokások, lojalitás, marketing, marketing strategies, marketingstratégiák, personalization
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2026. Júl. 09. 11:13
Utolsó módosítás:	2026. Júl. 09. 11:13

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