Customer and Expert Views on Assistance in Personalization: A Comparative Analysis

Abstract

Personalization of online services is closely linked to the concept of assistance, understood as the level of support and facilitation provided during the purchasing process. This paper presents a comparison of customer and expert perspectives on this area. The research is based on a customer survey and an expert panel conducted using the Delphi method. The comparative analysis shows that both customers and experts perceive the importance of assistance in personalization similarly, with no statistically significant differences between the two groups. The findings suggest that assistance represents a stable element of personalization strategies where no gap emerges between practice and expert expectations. This outcome may serve as guidance for companies in designing personalization measures aimed at enhancing customer comfort and the efficiency of the online shopping process.