Ho, Shuk (Susanna); Bull, Sarah
The topic of mobile services has piqued the interest of practitioners. Mobile service providers invest many resources to provide mobile services of higher quality in the hope of gaining more business opportunities and higher customer satisfaction. They often increase the service quality through the use of personalization, i.e., generating customized mobile content for each individual. Despite the proliferation of mobile personalization worldwide, prior studies are not definitive regarding...[Show more]
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