The effect of standardization and customization on service satisfaction

Journal of Service Science - Tập 2 - Trang 1-23 - 2010
Guangping Wang1, Jianling Wang2, Xiaoqin Ma3, Robin G. Qiu2,4
1Management Division, Pennsylvania State University, Philadelphia, USA
2College of Economics and Management, Nanjing University of Aeronautics and Astronautics, Nanjing, China
3Yancheng Institute of Technology, Yancheng, China
4Department of Information Science, Pennsylvania State University, Philadelphia, USA

Tóm tắt

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.

Tài liệu tham khảo

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