Self-service personalisation: a cross-cultural study

Maryam Aziz*, Graham Johnson, Jamie Sands

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference contribution


The paper considers the personalisation of technology with a focus on Automated Teller Machines (ATMs). The concept of personalisation is explored in terms of users’ perceptions of and requirements from modern technology in four countries (India, Australia, the UK and the USA) through a large-scale survey. Our findings show that the evolving cultures such as India show a positive attitude toward ATM personalization. Further, to obtain an understanding of overall user attitude from the four countries toward personalisation, Hofstede’s cultural dimensions are also taken into account. It is argued that Hofstede’s dimensions do not fully explain Indian users’ attitude in comparison with western users’ attitude toward technology personalisation. We conclude that Hofstede’s model may be used as a useful tool to understand the western cultures but its role in the evolving cultures such as India, China and Africa needs to be further investigated in relation to modern technology adoption.
Original languageEnglish
Title of host publicationHFT2008
Subtitle of host publicationProceedings of the 21st International Symposium on Human Factors in Telecommunication 2008
EditorsChee Weng Khong, Chui Yin Wong, Bruno von Niman
Place of PublicationKuala Lumpur
PublisherPrentice Hall
Number of pages8
ISBN (Print)9783927726, 9789833927722
Publication statusPublished - 2008
Externally publishedYes
Event21st Symposium on Human Factors in Telecommunication: User Experience of ICTs - Renaissance Kuala Lumpur Hotel, Kuala Lumpur, Malaysia
Duration: 17 Mar 200820 Mar 2008
Conference number: 21st


Conference21st Symposium on Human Factors in Telecommunication
Abbreviated titleHFT 2008
CityKuala Lumpur


Dive into the research topics of 'Self-service personalisation: a cross-cultural study'. Together they form a unique fingerprint.

Cite this