Pacific Asia Journal of the Association for Information Systems


Background: This study seeks to understand how the attributes of smart technology (SMT) can be leveraged to enable personalized services and optimize unique user experiences to attract and retain customers. Based on Kang et al.’s (2020) study of SMT attributes and quality effects and Liang et al.’s (2006) study on personalized recommendation and user satisfaction, we constructed a SMT personalization model to analyze how the SMT attributes of smart functionality and smart content enable personalization in different ways and create unique customer experiences throughout the user journey.

Method: Two representative payment systems were selected to depict how they integrated the strengths of personalized smart functionalities and contents to innovate their business models, optimize user experiences, and sustain business growth.

Results: Based on the comparative analysis of the two payment cases, the functionality and content attributes of smart chips and omni-channel platforms were explored, and the tailored advisory and responsive support for customers both offline and online were validated.

Conclusion: The life-enriching service innovations provide valuable insights for leveraging SMT for personalization. It is hoped that the SMT personalization model can be extended to other types of SMT applications and can be used as a framework for designing innovative services.