An Integrative Framework for Customizations on Satisfaction: The Case of an Online Jewelry Business in China


Upon the technological advancement of production flexibility, supply chain agility, and customer behavioral tracking, many online businesses now develop their customization strategies. In this regard, this study proposes an integrative framework for customization of product information, transaction handling, product attribute, and sales’ service. We are interested in how these customizations affect customer satisfaction. From our web-based survey on a renowned online jewelry company in China, we collected 1383 responses from its customer database. Our findings showed that information, product and sales’ service customizations have significant influence on customer satisfaction. Moreover, ordinary members as compared with VIP members feel more satisfied once they receive customized services.

Share and Cite:

Cho, V. and Lau, C. (2014) An Integrative Framework for Customizations on Satisfaction: The Case of an Online Jewelry Business in China. Journal of Service Science and Management, 7, 165-181. doi: 10.4236/jssm.2014.72013.

Conflicts of Interest

The authors declare no conflicts of interest.


[1] Syam, N.B., Ruan, R. and Hess, J.D. (2005) Customized Products: A Competitive Analysis. Marketing Science, 24, 569-584.
[2] Dellaert, B.G.C. and Stremersch, S. (2005) Marketing Mass-Customized Products: Striking a Balance between Utility and Complexity. Journal of Marketing Research, 42, 219-227.
[3] Gilmore, J.H. and Pine, J.B. (2000) Markets of One: Creation Customer-Unique Value through Mass Customization. Harvard Business School, Cambridge.
[4] Volling, T. and Spengler, T.S. (2011) Modeling and Simulation of Order-Driven Planning Policies in Build-to-Order Automobile Production. International Journal of Production Economics, 131, 183-193.
[5] Brabazon, P.G., MacCarthy, B., Woodcock, A. and Hawkins, R.W. (2010) Mass Customization in the Automotive Industry: Comparing Interdealer Trading and Reconfiguration Flexibilities in Order Fulfillment. Production and Operations Management, 19, 489-502.
[6] Palmatier, R.W., Dant, R.P., Grewal, D. and Evans, K.R. (2006) Factors Influencing the Effectiveness of Relationship Marketing: A Meta-Analysis. Journal of Marketing, 70, 136-153.
[7] Darley, W., Blankson, C. and Luethge, D. (2010) Toward an Integrated Framework for Online Consumer Behavior and Decision Making Process: A Review. Psychology & Marketing, 27, 94-116.
[8] Fornell, C., Rust, R. and Dekimpe, M.G. (2010) The Impact of Spending Growth. Journal of Marketing Research, 47, 28-35.
[9] Thirumalai, S. and Sinha, K.K. (2009) Customization Strategies in Electronic Retailing: Implications of Customer Purchase Behavior. Decision Sciences, 40, 5-36.
[10] Thirumalai, S. and Sinha, K.K. (2011) Customization of the Online Purchase Process in Electronic Retailing and Customer Satisfaction: An Online Field Study. Journal of Operations Management, 29, 477-487.
[11] Maes, P., Guttman, R.H. and Moukas, A.G. (1999) Agents That Buy and Sell. Communications of the ACM, 42, 81-87.
[12] Duray, R., Ward, P.T., Milligan, G.W. and Berry, W.L. (2000) Approaches to Mass Customization: Configurations and Empirical Validation. Journal of Operations Management, 18, 605-625.
[13] Berger, C. and Piller, F. (2003) Customers as Co-Designers: The mi Adidas Mass Customization Strategy. IEE Manufacturing Engineer, 82, 42-46.
[14] Bendapudi, N. and Leone, R.P. (2003) Psychological Implications of Customer Participation in Co-Production. Journal of Marketing, 67, 14-28.
[15] Simonson, I. (2005) Determinants of Customers’ Responses to Customized Offers: Conceptual Framework and Research Propositions. Journal of Marketing, 69, 32-45.
[16] Helm, G.R. and Sinha, K.K. (2001) A Product-Process Matrix for Electronic B2C Operations: Implications for the Delivery of Customer Value. Journal of Service Research, 3, 286-299.
[17] Cho, H. and Wang, Y. (2010) Cultural Comparison for the Acceptance of Online Apparel Customization. Journal of Consumer Marketing, 27, 550-557.
[18] Gilmore, J.H. and Pine, J. (1997) The Four Faces of Mass Customization. Harvard Business Review, 75, 91-101.
[19] Lampel, J. and Mintzberg, H. (1996) Customizing Customization. Sloan Management Review, 38, 21-30.
[20] Lee, H.H. and Chang, E. (2011) Consumer Attitudes toward Online Mass Customization: An Application of Extended Technology Acceptance Model. Journal of Computer-Mediated Communication, 16, 171-200.
[21] Wind, J. and Rangaswamy, A. (2001) Customization: The Next Revolution in Mass Customization. Journal of Interactive Marketing, 15, 13-32.
[22] Zipkin, P. (2001) The Limits of Mass Customization. MIT Sloan Management Review, 42, 81-87.
[23] Miceli, G., Ricotta, F. and Costabile, M. (2007) Customizing Customization: A Conceptual Framework for Interactive Personalization. Journal of Interactive Marketing, 21, 6-25.
[24] Bellman, S., Johnson, E.J., Lohse, G.L. and Mandel, N. (2006) Designing Marketplaces of the Artificial with Consumers in Mind: Four Approaches to Understanding Consumer Behavior in Electronic Environments. Journal of Interactive Marketing, 20, 21-33.
[25] Berry, L.L., Seiders, K. and Grewal, D. (2002) Understanding Service Convenience. Journal of Marketing, 66, 1-17.
[26] Oliver, R.L. (1997) Satisfaction: A Behavioral Perspective on the Consumer. McGraw-Hill, New York.
[27] Srinivasan, S.S., Andersona, R. and Ponnavolub, K. (2002) Customer Loyalty in E-Commerce: An Exploration of Its Antecedents and Consequences. Journal of Retailing, 78, 41-50.
[28] Franke, N., Schreier, M. and Kaiser, U. (2010) The “I Designed It Myself” Effect in Mass Customization. Management Science, 56, 125-140.
[29] Pierce, J.L., Kostova, T. and Dirks, K.T. (2002) The State of Psychological Ownership: Integrating and Extending a Century of Research. Review of General Psychology, 7, 84-107.
[30] Franke, N. and Piller, T.P. (2004) Value Creation by Toolkits for User Innovation and Design: The Case of the Watch Market. Journal of Product Innovation Management, 21, 401-415.
[31] Randall, T., Terwiesch, C. and Ulrich, K. (2007) Research Note—User Design of Customized Products. Marketing Science, 26, 268-280.
[32] Chen, J.W., Doraszelski, U. and Harrington Jr., J.E. (2009) Avoiding Market Dominance: Product Compatibility in Market with Network Effects. The RAND Journal of Economics, 40, 455-485.
[33] Pierce, J.L., Kostova, T. and Dirks, K.T. (2001) Toward a Theory of Psychological Ownership in Organizations. Academy of Management Review, 26, 298-310.
[34] Hunton, J.E. (1996) Involving Information System Users in Defining System Requirements: The Influence of Procedural Justice Perceptions on User Attitudes and Performance. Decision Sciences, 27, 647-671.
[35] Barki, H. and Hartwick, J. (1994) Measuring User Participation, User Involvement, and User Attitude. MIS Quarterly, 18, 59-79.
[36] Hui, M. and Bateson, J.E.G. (1991) Perceived Control and the Effects of Crowding and Consumer Choice on the Service Experience. Journal of Consumer Research, 18, 174-184.
[37] Tam, K.Y. and Ho, S.Y. (2005) Web Personalization as a Persuasion Strategy: An Elaboration Likelihood Model Perspective. Information Systems Research, 16, 271-291.
[38] Morgan, R.M. and Hunt, S.D. (1994) The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58, 20-38.
[39] Hennig-Thurau, T., Gwinner, K.P. and Gremler, D.D. (2002) Understanding Relationship Marketing Outcomes: An Integration of Relational Benefits and Relationship Quality. Journal of Service Research, 4, 230-247.
[40] Gwinner, K.P., Gremler, D.D. and Bitner, M.J. (1998) Relational Benefits in Services Industries: The Customers’ Perspective. Journal of the Academy of Marketing Science, 26, 101-114.
[41] Gremler, D.D. and Brown, S.W. (1997) Towards a Conceptual Model of Service Loyalty. Marketing Theory and Applications AMA Winter Educators’ Conference, MCB UP Ltd., Chicago, 218-219.
[42] Dellaert, B.G.C. and Dabholkar, P.A. (2009) Increasing the Attractiveness of Mass Customization: The Role of Complementary Online Services and Range of Options. International Journal of Electronic Commerce, 13, 43-70.
[43] Xia, L., Monroe, K.B. and Cox, J.L. (2004) The Price Is Unfair! A Conceptual Framework of Price Fairness Perceptions. Journal of Marketing, 68, 1-15.
[44] Gilbert, D.T., Giesler, R.B. and Morris, K.A. (1995) When Comparisons Arise. Journal of Personality and Social Psychology, 69, 227-236.
[45] Stapel, D.A. and Blanton, H. (2004) From Seeing to Being: Subliminal Social Comparisons Affect Implicit and Explicit Self-Evaluations. Journal of Personality and Social Psychology, 87, 468-481.
[46] Boyd, H.C. and Helms, J.E. (2005) Consumer Entitlement Theory and Measurement. Psychology and Marketing, 22, 271-286.
[47] Giordano, C., Wood, J.V. and Michela, J.L. (2000) Depressive Personality Styles, Dysphasia, and Social Comparisons in Everyday Life. Journal of Personality and Social Psychology, 9, 438-451.
[48] Locke, K.D. and Nekich, J.C. (2000) Agency and Communion in Naturalistic Social Comparison. Personality and Social Psychology Bulletin, 26, 864-874.
[49] Klemperer, P. (1987) Markets with Consumer Switching Costs. The Quarterly Journal of Economics, 102, 375-394.
[50] Wernerfelt, B. (1985) Brand Loyalty and User Skills. Journal of Economic Behavior and Organization, 6, 381-385.
[51] Crosby, L.A. (1991) Building and Maintaining Quality in the Service Relationship. In: Brown, S.W., Gummesson, E., Edvardsson, B., Gustavsson, B. and Lexington, B., Eds., Service Quality: Multidisciplinary and Multinational Perspectives, Lexington Books, Lexington, 269-287.
[52] Berry, L.L. (1983) Relationship Marketing. In: Berry, L.L., Shostack, G.L. and Upala, G.D., Eds., Emerging Perspectives on Services Marketing, American Marketing Association, Chicago, 25-80.
[53] Woodruff, R.B. (1997) Customer Value: The Next Source of Competitive Advantage. Journal of the Academy of Marketing Science, 25, 139-153.
[54] Holbrook, M.B. (1994) The Nature of Customer’s Value: An Axiology of Service in Consumption Experience. In: Rust, R.T. and Oliver, R.L., Eds., Service Quality: New Directions in Theory and Practice, Sage, Thousand Oaks, 21-71.
[55] Zeithaml, V.A. (1988) Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52, 2-22.
[56] Anderson, E.W., Fornell, C. and Lehmann, D.R. (1994) Customer Satisfaction, Market Share and Profitability: Findings from Sweden. Journal of Marketing, 58, 53-66.
[57] Ravald, A. and Gronroos, C. (1996) The Value Concept and Relationship Marketing. European Journal of Marketing, 30, 19-30.
[58] Bolton, R.N. and Drew, J.H. (1991) A Multistage Model of Customers’ Assessment of Service Quality and Value. Journal of Consumer Research, 54, 69-82.
[59] Skaggs, B.C. and Youndt, M. (2004) Strategic Positioning, Human Capital, and Performance in Service Organizations: A Customer Interaction Approach. Strategic Management Journal, 25, 85-99.
[60] Oliver, R.L. (1980) A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research, 17, 460-469.
[61] Levesque, T. and McDougall, G.H.G. (1996) Determinants of Customer Satisfaction in Retail Banking. International Journal of Bank Marketing, 14, 12-20.
[62] Ray, N., Griggs, K. and Tabor, S. (2001) Web Based Survey Research Workshop, WDSI.
[63] Fornell, C. and Larcker, D.F. (1981) Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18, 39-50.
[64] Podsakoff, P.M. and Organ, D.W. (1986) Self-Reports in Organizational Research: Problems and Prospects. Journal of Management, 12, 531-544.
[65] Armstrong, J.S. and Overton, T.S. (1977) Estimating Nonresponse Bias in Mail Surveys. Journal of Marketing Research, 14, 396-402.
[66] Joreskog, K.G. and Sorbom, D. (1986) PRELIS: A Program for Multivariate Data Screening and Data Summarization. Scientific Software, Mooresville.
[67] Hair, J., Anderson, R., Tatham, R. and Black, W. (1998) Multivariate Data Analysis. 5th Edition, Prentice Hall, Upper Saddle River.
[68] Hu, L.T. and Bentler, P.M. (1999) Cutoff Criteria for Fit Indexes in Covariance Structure Analysis: Conventional Criteria versus New Alternatives. Structural Equation Modeling, 6, 1-55.

Copyright © 2023 by authors and Scientific Research Publishing Inc.

Creative Commons License

This work and the related PDF file are licensed under a Creative Commons Attribution 4.0 International License.