A study of customization for online business

Authors:
Vincent Cho;Candy Lau
Affiliations:
Department of Management and Marketing, The Hong Kong Polytechnic University, Hong Kong, China;Department of Management and Marketing, The Hong Kong Polytechnic University, Hong Kong, China
Venue:
HCI'13 Proceedings of the 15th international conference on Human Interface and the Management of Information: information and interaction for learning, culture, collaboration and business - Volume Part III
Year:
2013

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Abstract

The ever-expanding Internet and fast-growing pace of online shopping push companies to implement online customization. Rather than customizing on the information delivery, transaction handling, and product features, companies also start to offer different specific privileges to different types of customers. In this regard, we would like to examine how these different forms of customization affect customer satisfaction.