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Upon the technologicaladvancement of production flexibility, supply chain agility, and customerbehavioral tracking, many online businesses now develop their customizationstrategies. In this regard, this study proposes an integrative framework for customizationof product information, transaction handling, product attribute, and sales’service. We are interested in how these customizations affect customersatisfaction. From our web-based survey on a renowned online jewelry company inChina, we collected 1383 responses from its customer database. Our findingsshowed that information, product and sales’ service customizations havesignificant influence on customer satisfaction. Moreover, ordinary members ascompared with VIP members feel more satisfied once they receive customizedservices.

KEYWORDS

Customization, Satisfaction, Online Business

Cite this paper

Cho, V. and Lau, C. 2014 An Integrative Framework for Customizations on Satisfaction: The Case of an Online Jewelry Business in China. Journal of Service Science and Management, 7, 165-181. doi: 10.4236-jssm.2014.72013.





Autor: Vincent Cho, Candy Lau

Fuente: http://www.scirp.org/



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