Abstract
Standardization versus customization in service design is a topic of considerable discussion and debate. While it is recognized that service providers need to standardize or customize their services, it is unclear how such efforts may affect customer satisfaction. We hypothesize that standardization and customization may contribute to service satisfaction in a nonlinear fashion, and simultaneous efforts of standardizing and customizing service may not produce synergy in affecting customer perceptions of service. Empirical data collected from a sample of automobile after sale service customers offer considerable support for these hypotheses.
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