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

Bharadwaj Neeraj (), Walker Naylor Rebecca and Hofstede Frenkel Ter
Additional contact information
Bharadwaj Neeraj: Fox School of Business, Temple University, Philadelphia, USA

NIM Marketing Intelligence Review, 2012, vol. 4, issue 2, 29-31

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.

Keywords: Consumer Behavior; Customization; Standardization; Retailing; Systems Selling (search for similar items in EconPapers)
Date: 2012
References: Add references at CitEc
Citations:

Downloads: (external link)
https://doi.org/10.2478/gfkmir-2014-0032 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:vrs:gfkmir:v:4:y:2012:i:2:p:29-31:n:5

DOI: 10.2478/gfkmir-2014-0032

Access Statistics for this article

NIM Marketing Intelligence Review is currently edited by Christine Kittinger-Rosanelli

More articles in NIM Marketing Intelligence Review from Sciendo
Bibliographic data for series maintained by Peter Golla ().