Abstract
Upon the technological advancement of production flexibility, supply chain agility, and customer behavioral tracking, many online businesses now develop their customization strategies. In this regard, this study proposes an integrative framework for customization of product information, transaction handling, product attribute, and sales’ service. We are interested in how these customizations affect customer satisfaction. From our web-based survey on a renowned online jewelry company in China, we collected 1383 responses from its customer database. Our findings showed that information, product and sales’ service customizations have significant influence on customer satisfaction. Moreover, ordinary members as compared with VIP members feel more satisfied once they receive customized services.
Highlights
With the technological advancement of production flexibility, supply chain agility, and customer behavioral tracking, many online businesses develop their customization strategies
The means of information customization further suggest that ordinary members and VIP members had about the same perception of information customization
By looking at the mean values of product customization, service customization, perceived value, and satisfaction, we are surprised that ordinary members are more favorable toward the online jewelry company than VIP members
Summary
With the technological advancement of production flexibility, supply chain agility, and customer behavioral tracking, many online businesses develop their customization strategies. Customization relies on customers’ choosing product attributes to alter the default option and to create a unique product, which begins the era of mass customization Coming along with sophisticated logistic and scheduling arrangement with suppliers and distributors in supply chain management, companies are capable to launch the “build to order” strategy Customer relationship management enables companies to pay more attention to. How to cite this paper: Cho, V. and Lau, C. (2014) An Integrative Framework for Customizations on Satisfaction: The Case of an Online Jewelry Business in China. Journal of Service Science and Management, 7, 165-181. Lau the preferences and needs of an individual customer, and to serve customers differently according to their importance and value Lau the preferences and needs of an individual customer, and to serve customers differently according to their importance and value (e.g. [6] [10])
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