Abstract
In order to satisfy customers, marketers increasingly provide customers with the means to personalise their products and services. Based on the social identity approach and international consumer data, this article explores the antecedents and consequences of consumer desires for internal personalisation (perceiving a distinctive identity) and external personalisation (communicating a distinctive identity) of products and services. In terms of antecedents, the results show that desire for (both internal and external) personalisation tends to be influenced negatively by age and positively by both individualism (vs. collectivism) and uncertainty avoidance. In terms of consequences, the results indicate that desire for personalisation moderates the formation of affective, but not cognitive, customer satisfaction. Moreover, desire for personalisation enhances the relative importance of perceived usage benefits, compared with physical performance, in customer evaluations of products and services. These results have important implications for the design and marketing of products and services.
| Original language | English |
|---|---|
| Pages (from-to) | 1-15 |
| Number of pages | 15 |
| Journal | Total Quality Management and Business Excellence |
| DOIs | |
| Publication status | Accepted/In press - 2017 Mar 28 |
| Externally published | Yes |
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Keywords
- culture
- customer satisfaction
- customisation
- distinctiveness
- emotion
- perceived quality
- personalisation
- utilitarian benefits
ASJC Scopus subject areas
- Business, Management and Accounting(all)
Cite this
Consumer desire for personalisation of products and services : cultural antecedents and consequences for customer evaluations. / Herbas Torrico, Boris; Frank, Bjoern Christian.
In: Total Quality Management and Business Excellence, 28.03.2017, p. 1-15.Research output: Contribution to journal › Article
}
TY - JOUR
T1 - Consumer desire for personalisation of products and services
T2 - cultural antecedents and consequences for customer evaluations
AU - Herbas Torrico, Boris
AU - Frank, Bjoern Christian
PY - 2017/3/28
Y1 - 2017/3/28
N2 - In order to satisfy customers, marketers increasingly provide customers with the means to personalise their products and services. Based on the social identity approach and international consumer data, this article explores the antecedents and consequences of consumer desires for internal personalisation (perceiving a distinctive identity) and external personalisation (communicating a distinctive identity) of products and services. In terms of antecedents, the results show that desire for (both internal and external) personalisation tends to be influenced negatively by age and positively by both individualism (vs. collectivism) and uncertainty avoidance. In terms of consequences, the results indicate that desire for personalisation moderates the formation of affective, but not cognitive, customer satisfaction. Moreover, desire for personalisation enhances the relative importance of perceived usage benefits, compared with physical performance, in customer evaluations of products and services. These results have important implications for the design and marketing of products and services.
AB - In order to satisfy customers, marketers increasingly provide customers with the means to personalise their products and services. Based on the social identity approach and international consumer data, this article explores the antecedents and consequences of consumer desires for internal personalisation (perceiving a distinctive identity) and external personalisation (communicating a distinctive identity) of products and services. In terms of antecedents, the results show that desire for (both internal and external) personalisation tends to be influenced negatively by age and positively by both individualism (vs. collectivism) and uncertainty avoidance. In terms of consequences, the results indicate that desire for personalisation moderates the formation of affective, but not cognitive, customer satisfaction. Moreover, desire for personalisation enhances the relative importance of perceived usage benefits, compared with physical performance, in customer evaluations of products and services. These results have important implications for the design and marketing of products and services.
KW - culture
KW - customer satisfaction
KW - customisation
KW - distinctiveness
KW - emotion
KW - perceived quality
KW - personalisation
KW - utilitarian benefits
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U2 - 10.1080/14783363.2017.1304819
DO - 10.1080/14783363.2017.1304819
M3 - Article
SP - 1
EP - 15
JO - Total Quality Management and Business Excellence
JF - Total Quality Management and Business Excellence
SN - 1478-3363
ER -