TITLE:
Customizing Customer Experience: A Systematic Review of Digital Personality in Telecommunications
AUTHORS:
Umapathy Sivan G. Murugasu, Anusuyah Subbarao
KEYWORDS:
Systematic Literature Review, Boolean Search, Hyper-Personalization, Thematic Analysis, Digital Personality, Telecommunications Industry
JOURNAL NAME:
Open Journal of Business and Management,
Vol.13 No.2,
March
26,
2025
ABSTRACT: Hyper-personalization is increasingly vital for enhancing customer satisfaction, notably in the telecommunications sector, which employs artificial intelligence to correlate customers’ digital behavior with that customer’s digital personality. Customer interactions with telecommunication products and services, such as search queries, purchases, wish-list, etc. are useful to predict and recommend products for purchase. This paper illustrates a metacognitive approach of the systematic literature review on consumer digital behavior, which can yield a comprehensive analysis of digital personal demography. Beginning with database identification with PRISMA methodology, relevant journal articles were selected through Boolean search. These articles were thoroughly examined to extract attributes for predicting user preferences in hyper-personalization. Constant comparison within thematic analysis ensured that attributes identified were crucial for an artificial intelligence model aiming to predict user purchasing behavior accurately.