A “Mobile First” Service Personalization System in the Tourism context
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چکیده
Service personalization has direct consequences on service perception and service evaluation. As number of mobile users continue to rise, researchers must focus on addressing the problem of inadequate service personalization due to lack of effective mobile service personalization system. This study underscores the importance of the need for an optimized design for the smartphone based web services in order to achieve expected service outcomes. The design principles outlined consider the disruptive circumstances of the mobile user and characteristics of the mobile phones.
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