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“Process or result?”: The paradoxical impact of customization strategies on consumer satisfaction and the role of digital nudges

Author

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  • Fu, Xiaorong
  • Ran, Yaling
  • Chu, Tianshu

Abstract

Digital technology has accelerated the development of online customization as companies increasingly endeavor to improve customer satisfaction by offering consumers customization opportunities. This, however, inevitably leads to a trade-off between process satisfaction and result satisfaction, a phenomenon known as the “customization paradox”. We deconstruct this paradox by developing a conceptual model of online customization strategies and consumer satisfaction (product satisfaction and experience satisfaction), and examine its underlying mechanism from two perspectives–preference fit and process complexity. Through a field experiment and three scenario experiments, we find that the customization paradox is indeed prevalent, the underlying mechanism leading to it is that perceptions on preference fit and process complexity have varying mediating effects on the process, and digital nudges can help alleviate the dilemma caused by this paradox. Through an exploration of the customization paradox, this study provides a theoretical basis and actionable insights for manufacturers to design improved customization interfaces.

Suggested Citation

  • Fu, Xiaorong & Ran, Yaling & Chu, Tianshu, 2025. "“Process or result?”: The paradoxical impact of customization strategies on consumer satisfaction and the role of digital nudges," Journal of Business Research, Elsevier, vol. 201(C).
    • Handle: RePEc:eee:jbrese:v:201:y:2025:i:c:s014829632500582x
    DOI: 10.1016/j.jbusres.2025.115759
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    References listed on IDEAS

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