In brief, organisations that are using personalisation strategy emphasis on ‘economies of expertise’
and developing highly customised solutions to complex problems, thereby using person-to-person
contact and personal interaction to solve problems [17], i.e. technical consultancy, research and
development centre, creative and design centre. In view of that Zanjani et al. [16] recommended that
“personalisation strategy is more suitable for SMEs conducting tasks that are more innovative in
nature”.