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Spotlight on customization: An analysis of necessity and sufficiency in services


  • Leischnig, Alexander
  • Kasper-Brauer, Kati
  • Thornton, Sabrina C.


This study aims to advance the service management literature by further illuminating the relationships between service employees' adaptive behaviors and customer satisfaction. Using data from a survey of 349 customers of an insurance company, this study employs fuzzy-set Qualitative Comparative Analysis to examine how distinct levels of service-offering adaptive behavior and interpersonal adaptive behavior relate to customer satisfaction. The results show that interpersonal adaptive behavior is a necessary condition or, in other words, a prerequisite for high customer satisfaction. In addition, the results show that a high level of service-offering adaptive behavior is a sufficient condition or, in other words, a guarantee for high customer satisfaction. These findings improve the understanding of the explicit connections between customization approaches and satisfaction in services and help guide service managers in developing effective and efficient service designs.

Suggested Citation

  • Leischnig, Alexander & Kasper-Brauer, Kati & Thornton, Sabrina C., 2018. "Spotlight on customization: An analysis of necessity and sufficiency in services," Journal of Business Research, Elsevier, vol. 89(C), pages 385-390.
  • Handle: RePEc:eee:jbrese:v:89:y:2018:i:c:p:385-390
    DOI: 10.1016/j.jbusres.2017.12.038

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    References listed on IDEAS

    1. Kasper-Brauer, Kati & Leischnig, Alexander, 2016. "Yes, we can! A fuzzy-set analysis of challenges, skills, and enjoyment of work," Journal of Business Research, Elsevier, vol. 69(11), pages 5286-5291.
    2. Ragin, Charles C., 2000. "Fuzzy-Set Social Science," University of Chicago Press Economics Books, University of Chicago Press, number 9780226702773.
    3. John R. Hauser & Guilherme (Gui) Liberali & Glen L. Urban, 2014. "Website Morphing 2.0: Switching Costs, Partial Exposure, Random Exit, and When to Morph," Management Science, INFORMS, vol. 60(6), pages 1594-1616, June.
    4. Tuck Siong Chung & Roland T. Rust & Michel Wedel, 2009. "My Mobile Music: An Adaptive Personalization System for Digital Audio Players," Marketing Science, INFORMS, vol. 28(1), pages 52-68, 01-02.
    5. Roland T. Rust & Tuck Siong Chung, 2006. "Marketing Models of Service and Relationships," Marketing Science, INFORMS, vol. 25(6), pages 560-580, 11-12.
    6. Leischnig, Alexander & Kasper-Brauer, Kati, 2015. "Employee Adaptive Behavior in Service Enactments," Journal of Business Research, Elsevier, vol. 68(2), pages 273-280.
    7. Ragin, Charles C., 2006. "Set Relations in Social Research: Evaluating Their Consistency and Coverage," Political Analysis, Cambridge University Press, vol. 14(03), pages 291-310, June.
    8. Woodside, Arch G., 2014. "Embrace•perform•model: Complexity theory, contrarian case analysis, and multiple realities," Journal of Business Research, Elsevier, vol. 67(12), pages 2495-2503.
    9. Eugene W. Anderson & Claes Fornell & Roland T. Rust, 1997. "Customer Satisfaction, Productivity, and Profitability: Differences Between Goods and Services," Marketing Science, INFORMS, vol. 16(2), pages 129-145.
    10. repec:ucp:bkecon:9780226702766 is not listed on IDEAS
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