Zusammenfassung
Mobile Apps etablieren sich zunehmend als wichtiges Instrument zur Vermarktung und Erstellung von Dienstleistungen. Aufgrund der individuellen Nutzung mobiler Endgeräte, auf denen die Apps gespeichert werden, eignen sie sich in besonderer Weise für eine personalisierte Ansprache von Interessenten und Kunden. Im vorliegenden Beitrag werden Grundlagen und Gestaltungsmöglichkeiten einer Personalisierung auf der Grundlage von Persönlichkeitsmerkmalen der App-Nutzer beschrieben. Ausgehend von den Ergebnissen einer empirischen Untersuchung bei 230 Probanden / -innen werden außerdem Hinweise für die praktische Umsetzung der persönlichkeitsbasierten Personalisierung gegeben.
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Arz, S., Mann, A. (2020). Persönlichkeitsbasierte Personalisierung von Service-Apps. In: Bruhn, M., Hadwich, K. (eds) Automatisierung und Personalisierung von Dienstleistungen. Forum Dienstleistungsmanagement. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-30166-8_11
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