|Author:||Wong Lau, Siu Kuen|
|Title:||A study of customization strat[e]gies for online retailing businesses|
Hong Kong Polytechnic University -- Dissertations
|Department:||Graduate School of Business|
|Pages:||ix, 144 leaves : ill. ; 30 cm.|
|Abstract:||The ever-expanding Internet and fast-growing pace of online shopping mandates that companies implement buyer-centric strategies that view customers as active participants and co-producers of their products and services. In addition to the three dimensions of customization (decision, transaction and product) initiated by Thirumalai and Sinha in 2009 and 2011, this paper introduces preferential treatment, a form of relationship customization, as a new perspective of customization. In China, with the approach of preferential treatment for increasing customer satisfaction and retention, companies offer different specific privileges to different types of customers. This study investigates the impact of the four different customization strategies on customer satisfaction. From our Web-based survey on a renowned online jewelry company in China, we collected 1,383 responses from its existing customer database. The results from AMOS revealed that information and product customizations and preferential treatment (except for transaction customization) have a significant impact on customer satisfaction, which in turn was found to have a significant impact on loyalty. We further tested the moderation effect of two customer types (ordinary members and VIP members) upon the relationships between different customization strategies and customer satisfaction. Our results show that ordinary members feel satisfied once they received the privileges.|
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