Abstract
Personalization— the social content of interaction between service or retail employees and their customers—is advanced as an important mediator of customer satisfaction and patronage behavior. The influence of this service-enhancing factor is investigated within the nexus of SERVQUAL, a comprehensive measure of service quality. Survey data from 233 adult consumers show that “personalization” significantly influences customer experience and evaluation of service. As hypothesized, for a business that performs service on a physical possession, this influence is subsumed in other components of SERVQUAL. In contrast, for a business delivering service in interactive encounters with customers, “personalization” emerges as the most important determinant of perceived service quality, and of customer satisfaction and other patronage indicators.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
