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Keywords: Service standardization
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Journal Articles
A re-examination of service standardization versus customization from the consumer’s perspective
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Journal:
Journal of Services Marketing
Journal of Services Marketing (2016) 30 (1): 16–28.
Published: 08 February 2016
...Ying Ding; Hean Tat Keh Purpose The purpose of this paper is to investigate the pros and cons of service standardization (vs customization) from the consumer’s perspective, the key factors influencing consumers’ preference for standardized (vs customized) services and the outcomes of service...
