An evaluation of digital personalization techniques on consumer trust: Evidence from a tech startup in Kano, Nigeria
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- NGN 5000
Background of the study:
Digital personalization techniques have become integral in building consumer trust, especially within the competitive tech industry. A tech startup in Kano has implemented personalization strategies—such as personalized website experiences, customized email campaigns, and tailored product recommendations—to foster trust among its users (Adebayo, 2023). By leveraging data analytics and machine learning, the startup creates individualized experiences that enhance user satisfaction and reliability. These techniques are designed to address consumer preferences and provide relevant content, ultimately contributing to higher levels of trust and long-term customer relationships. However, challenges such as data security, privacy concerns, and potential over-personalization can undermine these efforts (Chinwe, 2024). This study examines the relationship between digital personalization and consumer trust, analyzing both quantitative engagement metrics and qualitative customer feedback. The findings are expected to offer valuable insights into how personalization can be balanced with transparency and data protection to build and sustain consumer trust in the tech industry (Olatunji, 2025).
Statement of the problem:
Despite adopting digital personalization techniques, the tech startup in Kano struggles to establish robust consumer trust due to challenges related to data privacy and inconsistent personalization outcomes (Ifeoma, 2023). Customers have expressed concerns over how their data is used, and instances of irrelevant personalization have led to diminished trust. These issues hinder the startup’s ability to foster long-term customer relationships and affect overall brand credibility. A thorough investigation is needed to identify the key factors limiting consumer trust and propose strategies to improve personalization practices (Tosin, 2024).
Objectives of the study:
To evaluate the impact of digital personalization techniques on consumer trust.
To identify challenges related to data privacy and personalization relevance.
To recommend strategies for enhancing trust through balanced personalization.
Research questions:
How do digital personalization techniques influence consumer trust?
What challenges undermine the effectiveness of personalization in building trust?
What measures can improve personalization practices to foster consumer trust?
Significance of the study:
This study is significant as it examines how digital personalization can be leveraged to build consumer trust, a critical factor for long-term success in the tech industry. The findings will guide startups in implementing secure and effective personalization strategies that enhance brand credibility and customer loyalty (Adebayo, 2023).
Scope and limitations of the study:
The study is limited to evaluating digital personalization techniques on consumer trust for a tech startup in Kano, Nigeria, and does not consider other marketing strategies or industries.
Definitions of terms:
Digital Personalization Techniques: Methods that tailor digital experiences to individual user preferences.
Consumer Trust: The confidence consumers have in a brand’s reliability and data handling practices.
Tech Startup: A newly established company operating in the technology sector.
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