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Chapter VIII: PersonalizationSystems and Their Deployment as Web Site Interface Design Decisions
Nanda Kumar
Baruch College, The City University of New York, USA
Abstract
This chapter reviews the different types of personalization systems
commonly employed by Web sites and argues that their deployment as Web site interface design
decisions may have as big an impact as the personalization systems themselves. To accomplish this,
this chapter makes a case for treating Human-Computer Interaction (HCI) issues seriously. It also
argues that Web site interface design decisions made by organizations, such as the type and level
of personalization employed by a Web site, have a direct impact on the communication capability of
that Web site. This chapter also explores the impact of the deployment of personalization systems
on users’ loyalty towards the Web site, thus underscoring the practical relevance of these design
decisions.
