Customization ups satisfaction
If you find yourself agonizing over how to select a new laptop computer or devouring a chocolate bar right after dinner, do not despair. Ravi Dhar can assure you that you are neither abnormal nor alone.
Dhar, the George Rogers Clark Professor of Management and Marketing and director of the Center for Customer Insights at the Yale School of Management, recently studied the effects of self-customization of everyday products — such as computers, mobile phone plans or insurance policies — on consumer satisfaction. In a paper recently published in the Journal of Marketing Research,...
