Abstract

appropriate products and services for individual users. Service providers utilize personalization technologies for understanding the individual user needs, and for personalizing their service offerings for those needs. That perspective follows the value models of manufacturing, wherein service provider personalizes the services for the user, and where the roles of service provider and user are distinct. However, propositions that markets have transformed to services, wherein services are co-created between actors, is not supporting the traditional personalization perspective properly. For example, healthcare services are not only personalized for the user, but in co-creation with the user. Therefore in my research proposal, the aim is to examine service personalization, and the role of IT in the service personalization process, from the perspectives of different actors.