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Article: "Tailoring" customization services: Effects of customization mode and consumer regulatory focus

Title"Tailoring" customization services: Effects of customization mode and consumer regulatory focus
Authors
KeywordsCustomization mode
Issue Date2013
Citation
Journal of Service Management, 2013, v. 24, n. 1, p. 82-104 How to Cite?
AbstractPurpose: The aim of this article is to examine the interaction effect of customization mode and regulatory focus on the "tailoring" outcomes of customized services in both the number of options retained and consumer evaluations. Design/methodology/approach: Two experiments investigate the interaction between customization mode and consumer regulatory focus, together with mediating and moderating factors. Findings: An interaction effect of customization mode and regulatory focus exists: it significantly influences the number of options retained, and prevention-focused consumers retain more options in the final customized offering than promotion-focused consumers in subtractive customization, whereas this effect is reduced in additive customization; it significantly affects how consumers evaluate the customization service with regard to task enjoyment and attitudes toward products; and it is fully mediated by task enjoyment and positively moderated by product familiarity. Originality/value: This article provides an important contribution to service customization design and regulatory focus theory by shedding light on the interaction between customization mode and consumer regulatory focus and revealing how this interaction affects the decision outcomes of customization services. © Emerald Group Publishing Limited.
Persistent Identifierhttp://hdl.handle.net/10722/228151
ISSN
2015 Impact Factor: 2.233
2015 SCImago Journal Rankings: 1.506

 

DC FieldValueLanguage
dc.contributor.authorWang, Yonggui-
dc.contributor.authorKandampully, Jay-
dc.contributor.authorJia, He (Michael)-
dc.date.accessioned2016-08-01T06:45:19Z-
dc.date.available2016-08-01T06:45:19Z-
dc.date.issued2013-
dc.identifier.citationJournal of Service Management, 2013, v. 24, n. 1, p. 82-104-
dc.identifier.issn1757-5818-
dc.identifier.urihttp://hdl.handle.net/10722/228151-
dc.description.abstractPurpose: The aim of this article is to examine the interaction effect of customization mode and regulatory focus on the "tailoring" outcomes of customized services in both the number of options retained and consumer evaluations. Design/methodology/approach: Two experiments investigate the interaction between customization mode and consumer regulatory focus, together with mediating and moderating factors. Findings: An interaction effect of customization mode and regulatory focus exists: it significantly influences the number of options retained, and prevention-focused consumers retain more options in the final customized offering than promotion-focused consumers in subtractive customization, whereas this effect is reduced in additive customization; it significantly affects how consumers evaluate the customization service with regard to task enjoyment and attitudes toward products; and it is fully mediated by task enjoyment and positively moderated by product familiarity. Originality/value: This article provides an important contribution to service customization design and regulatory focus theory by shedding light on the interaction between customization mode and consumer regulatory focus and revealing how this interaction affects the decision outcomes of customization services. © Emerald Group Publishing Limited.-
dc.languageeng-
dc.relation.ispartofJournal of Service Management-
dc.subjectCustomization mode-
dc.title"Tailoring" customization services: Effects of customization mode and consumer regulatory focus-
dc.typeArticle-
dc.description.natureLink_to_subscribed_fulltext-
dc.identifier.doi10.1108/09564231311304206-
dc.identifier.scopuseid_2-s2.0-84874566513-
dc.identifier.volume24-
dc.identifier.issue1-
dc.identifier.spage82-
dc.identifier.epage104-

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