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Personalized recommendation service, or service personalization, is a tactic executed by many firms for service encounters. Personalized services generally have a positive effect, while recommendation services by service personnel can have both positive and negative effects. This study focuses on consumer expertise and relationships among goods in personalized recommendations and hypothesizes the conditions under which evaluation of personalized recommendation are determined. This study implies effective approaches to personalized recommendation in the circumstances of expert and novice consumers, respectively, based on the results of an empirical analysis.