search query: @indexterm Marketing strategy / total: 884
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| Author: | Bharadwaj, N. Naylor, R. W. Hofstede, F. ter |
| Title: | Consumer response to and choice of customized versus standardized systems |
| Journal: | International Journal of Research in Marketing
2009 : SEP, VOL 26:3, p. 216-227 |
| Index terms: | consumer behaviour preferences marketing strategy |
| Language: | eng |
| Abstract: | The article compares customer response to customized versus standardized systems. Three empirical experiments are conducted, indicating that the consumer preference insight and the retailer reputation moderate the relationship between a system purchase strategy and future repurchase intentions. In addition, the customer's degree of expertise affects choice between customized and non-customized systems. The findings of this study offer guidance for managers, to target their customized and non-customized products more carefully. Repurchase intentions are higher for standardized products for customers with low expertise. Managers should offer customized products only for customers that possess strong preference insight. |
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