<abstract xmlns="http://www.w3.org/1999/xhtml">

<p> Customers are increasingly buying package offerings that consist of a combination of goods and/or services. They often have the choice of purchasing either an available standardized, off-the-shelf package or a customized offering designed to match their specific preferences. The position espoused in many books on one-to-one marketing and customer relationship management is that everyone is attracted to the latter. However, recent research is starting to challenge the universal appeal of mass customization. This project investigates if the preference for either a customized or standardized offer depends on whether they are experts or rather inexperienced in the product category. It further sheds light on repurchasing after buying standardized or customized products and if retailer reputation makes a difference.</p>
</abstract>

Customers are increasingly buying package offerings that consist of a combination of goods and/or services. They often have the choice of purchasing either an available standardized, off-the-shelf package or a customized offering designed to match their specific preferences. The position espoused in many books on one-to-one marketing and customer relationship management is that everyone is attracted to the latter. However, recent research is starting to challenge the universal appeal of mass customization. This project investigates if the preference for either a customized or standardized offer depends on whether they are experts or rather inexperienced in the product category. It further sheds light on repurchasing after buying standardized or customized products and if retailer reputation makes a difference.

Off-The-Shelf or Tailored to Your Needs: Is Customization Always Superior?

Fox School of Business, Temple University, Philadelphia, USA

NIM Marketing Intelligence Review

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

{"article-title":"Off-The-Shelf or Tailored to Your Needs: Is Customization Always Superior?"}

Customers are increasingly buying package offerings that consist of a combination of goods and/or services. They often have the choice of purchasing either an...

Off-The-Shelf or Tailored to Your Needs: Is Customization Always Superior?

Publié en ligne: 19 juil. 2014

Pages: 29 - 31

DOI: https://doi.org/10.2478/gfkmir-2014-0032

Mots clés
Consumer Behavior, Customization, Standardization, Retailing, Systems Selling

© 2014

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Off-The-Shelf or Tailored to Your Needs: Is Customization Always Superior?

Publié en ligne: 19 juil. 2014

Pages: 29 - 31

DOI: https://doi.org/10.2478/gfkmir-2014-0032

Mots clésConsumer Behavior, Customization, Standardization, Retailing, Systems Selling

© 2014

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Mots clés
Consumer Behavior, Customization, Standardization, Retailing, Systems Selling