“…On the other hand, much research is devoted to personalizing software by creating a user experience that is primarily web based (Anderson et al, 2001;Karat, 2003;Schwabe et al, 2002;Surprenant & Solomon, 1987). Though this dialog for system design is necessary and valuable, much of this research pertains to mass customization and mass personalization for the end user from a business perspective (Kramer et al, 2000;Riecken, 2000;Surprenant & Solomon, 1987) which may not align with the goals of personalization.…”