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Keywords: Service customization
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Journal Articles
Journal:
Journal of Services Marketing
Journal of Services Marketing (2016) 30 (1): 16–28.
Published: 08 February 2016
... standardization (vs customization). Design/methodology/approach The authors conducted a qualitative study and two behavioral experiments to test the hypotheses. Findings The authors find that the advantages of service customization include greater perceived control and higher consumer satisfaction...
