Customized Customer Satisfaction Research

Customization is a new marketing-oriented mode based on customer'sneeds, resulting from the development of economy marketing and creativityof marketing theory, providing two-win to enterprises and customers.Although ordering sales may come across many obstacles, its economic andsocial efficiency offers countless business opportunities and flourishprospects. Since Cardozo,an American scholar, brought forward the conceptof customer satisfaction in 1960s, a great amount of enterprises all regardcustomer satisfaction as a indictor of valuing company performance.Because customer satisfaction not only influences the surviving anddevelopment but also concerns whether the company can provide product orservice matching customer preference in terms of the market change,eventually the firm realize its social responsibility and mission.A lot of researches concerning customer satisfaction andcustomization have been made by theorists and enterprisers, however, thepapers that how the customization affects customer satisfaction is few. Inaddition, from the point view of customer preference, the articles that howcustomization influences customer satisfaction are quite few. This papertries to build a process model of how customization influences customersatisfaction based on the analysis of concepts of customization and customersatisfaction. After discussing each part of the model in detail, I attempt todraw the conclusion that how customization influences customersatisfaction.