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Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Kira Zorina
Creating Personalized Customers Experience in B2B Market of IT Services
Marketing
(Master’s programme)
8
2016
The master’s thesis focuses on the process of creating personalized customer experience in B2B market of IT services. The research was encouraged by the fact that there is insufficient theoretical and methodological basis for studying personalized customer experience. In course of the research, the analysis of existing works on the issue was conducted and the conceptual model of studying personalized customer experience was created. The model was applied to a company providing IT services. The analysis of the company’s internal information and in-depth interviews with its employees and clients provided the data for the research. The analysis of the collected data allowed for compiling a list of recommendations on optimizing the process of shaping personalized customer experience. Additional recommendations relate to further quantitative research, the basis for which was established.

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