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The effect of standardization and customization on service satisfaction

  • Original Articles
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Journal of Service Science

Abstract

Standardization versus customization in service design is a topic of considerable discussion and debate. While it is recognized that service providers need to standardize or customize their services, it is unclear how such efforts may affect customer satisfaction. We hypothesize that standardization and customization may contribute to service satisfaction in a nonlinear fashion, and simultaneous efforts of standardizing and customizing service may not produce synergy in affecting customer perceptions of service. Empirical data collected from a sample of automobile after sale service customers offer considerable support for these hypotheses.

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Author information

Authors and Affiliations

  1. Management Division, Pennsylvania State University, Philadelphia, USA

    Guangping Wang

  2. College of Economics and Management, Nanjing University of Aeronautics and Astronautics, Nanjing, China

    Jianling Wang & Robin G. Qiu

  3. Yancheng Institute of Technology, Yancheng, China

    Xiaoqin Ma

  4. Department of Information Science, Pennsylvania State University, Philadelphia, USA

    Robin G. Qiu

Authors
  1. Guangping Wang
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  2. Jianling Wang
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  3. Xiaoqin Ma
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  4. Robin G. Qiu
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Corresponding author

Correspondence to Robin G. Qiu.

Additional information

Guangping Wang (Ph.D., Louisiana State University, 2000) is an Associate Professor of Marketing at the School of Graduate Professional Studies, Penn State University. His research focuses on sales management, service delivery, organizational behavior, and customer relationship management.

Xiaoqin Ma (Ph.D., Jilin University, 2010), is a Lecturer of Marketing at the School of Economics and Management, Yancheng Institute of Technology, China. Her research interests include consumer shopping behavior, retail service, and consumer internet behavior.

Jianling Wang Dr. Wang teaches courses in marketing management, service marketing, E-marketing management and consumer behavior. She holds a Ph.D. in management science and engineering with focus on marketing engineering. Dr. Wang’s research interests include Marketing Decision, Service Operations and Management, and Custom Satisfaction Modeling. She has had over 20 papers published in journals and conferences proceedings.

Robin G. Qiu is with Department of Information Science at the Pennsylvania State University. Dr. Qiu currently serves as the Editorin-Chief of International Journal of Services Operations and Informatics and the Editor-in-Chief of Service Science, an associate editor of the IEEE Transactions on Systems, Man and Cybernetics, and is on the editorial boards of several other international journals. Dr. Qiu was an associate editor of IEEE Transactions on Industrial Informatics, the founder and General Chair of the 2005–2008 IEEE International Conference on Service Operations and Logistic, and Informatics, the founding and General Chair of 2009 INFORMS International Conference on Service Science. He was the founding chair of the Logistics and Services Technical Committee, Intelligent Transportation Systems Society, IEEE and the founding chair of Service Science Section of the INFORMS (the first of its kind-a worldwide Service Science identity). He has had over 100 peer-reviewed publications. His papers have appeared in IEEE Transactions on System, Man and Cybernetics, IEEE Transactions on Semiconductor Manufacturing, Decision Support Systems, Journal of Intelligent Manufacturing, International Journal of Production Economics, International Journal of Production Re-search.

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Wang, G., Wang, J., Ma, X. et al. The effect of standardization and customization on service satisfaction. J Serv Sci 2, 1–23 (2010). https://doi.org/10.1007/s12927-010-0001-3

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  • DOI: https://doi.org/10.1007/s12927-010-0001-3

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