Academic Journal
Customization and the Customer Journey.
| Τίτλος: | Customization and the Customer Journey. |
|---|---|
| Συγγραφείς: | Kim, Suh Yeon (AUTHOR) Suh.Yeon.Kim@georgetown.edu, Hamilton, Rebecca W. (AUTHOR), Kim, TI Tongil (AUTHOR), Lewis, Michael V. (AUTHOR) |
| Πηγή: | Journal of Marketing. Nov2026, Vol. 90 Issue 6, p26-47. 22p. |
| Θεματικοί όροι: | *Customization, *Customer experience, *Customer relationship management, *Customer relations, *Consumer behavior, *Retail industry |
| Περίληψη: | Retailers frequently offer customers the opportunity to customize in addition to buying ready-made products. Although prior research shows that customization can increase product evaluations, purchase intent, and willingness to pay, customers often do not opt into customization. Using a multimethod approach, the authors resolve this discrepancy by demonstrating that the customization journey is dynamic rather than static; an initial customization experience has a lasting impact on the customer journey. Nine years of transaction data from a retailer show that customers who customize at least one product are more likely to customize again with the retailer; they also spend more, visit more often, and buy more items. Next, the authors conduct a series of longitudinal experimental studies. By randomly assigning some participants to customize and others to choose among a matched set of products, they disentangle the effects of the customer's inherent preference for customizing from their experience with customization. The results show that an initial experience with customization significantly increases the subsequent likelihood of customization, leading to more favorable outcomes for both the customer and the retailer. The findings suggest that customizers need not be "born"—they can be "created" via interventions designed to increase experience with customization, shaping the trajectories of customer journeys. [ABSTRACT FROM AUTHOR] |
| Copyright of Journal of Marketing is the property of American Marketing Association and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) | |
| Βάση Δεδομένων: | Business Source Index |
| FullText | Text: Availability: 0 CustomLinks: – Url: http://www.jstor.org/openurl?issn=00222429&date=2026&volume=90&issue=6&spage=26 Name: JSTOR (all content) (s7799221) Category: fullText Text: Icon: https://imageserver.ebscohost.com/branding/jstor/iconJSTOR.gif MouseOverText: Full Text from JSTOR |
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| Header | DbId: bsx DbLabel: Business Source Index An: 197281610 RelevancyScore: 1498 AccessLevel: 6 PubType: Academic Journal PubTypeId: academicJournal PreciseRelevancyScore: 1497.99206542969 |
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| Items | – Name: Title Label: Title Group: Ti Data: Customization and the Customer Journey. – Name: Author Label: Authors Group: Au Data: <searchLink fieldCode="AR" term="%22Kim%2C+Suh+Yeon%22">Kim, Suh Yeon</searchLink> (AUTHOR)<i> Suh.Yeon.Kim@georgetown.edu</i><br /><searchLink fieldCode="AR" term="%22Hamilton%2C+Rebecca+W%2E%22">Hamilton, Rebecca W.</searchLink> (AUTHOR)<br /><searchLink fieldCode="AR" term="%22Kim%2C+TI+Tongil%22">Kim, TI Tongil</searchLink> (AUTHOR)<br /><searchLink fieldCode="AR" term="%22Lewis%2C+Michael+V%2E%22">Lewis, Michael V.</searchLink> (AUTHOR) – Name: TitleSource Label: Source Group: Src Data: <searchLink fieldCode="JN" term="%22Journal+of+Marketing%22">Journal of Marketing</searchLink>. Nov2026, Vol. 90 Issue 6, p26-47. 22p. – Name: Subject Label: Subject Terms Group: Su Data: *<searchLink fieldCode="DE" term="%22Customization%22">Customization</searchLink><br />*<searchLink fieldCode="DE" term="%22Customer+experience%22">Customer experience</searchLink><br />*<searchLink fieldCode="DE" term="%22Customer+relationship+management%22">Customer relationship management</searchLink><br />*<searchLink fieldCode="DE" term="%22Customer+relations%22">Customer relations</searchLink><br />*<searchLink fieldCode="DE" term="%22Consumer+behavior%22">Consumer behavior</searchLink><br />*<searchLink fieldCode="DE" term="%22Retail+industry%22">Retail industry</searchLink> – Name: Abstract Label: Abstract Group: Ab Data: Retailers frequently offer customers the opportunity to customize in addition to buying ready-made products. Although prior research shows that customization can increase product evaluations, purchase intent, and willingness to pay, customers often do not opt into customization. Using a multimethod approach, the authors resolve this discrepancy by demonstrating that the customization journey is dynamic rather than static; an initial customization experience has a lasting impact on the customer journey. Nine years of transaction data from a retailer show that customers who customize at least one product are more likely to customize again with the retailer; they also spend more, visit more often, and buy more items. Next, the authors conduct a series of longitudinal experimental studies. By randomly assigning some participants to customize and others to choose among a matched set of products, they disentangle the effects of the customer's inherent preference for customizing from their experience with customization. The results show that an initial experience with customization significantly increases the subsequent likelihood of customization, leading to more favorable outcomes for both the customer and the retailer. The findings suggest that customizers need not be "born"—they can be "created" via interventions designed to increase experience with customization, shaping the trajectories of customer journeys. [ABSTRACT FROM AUTHOR] – Name: AbstractSuppliedCopyright Label: Group: Ab Data: <i>Copyright of Journal of Marketing is the property of American Marketing Association and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.) |
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| RecordInfo | BibRecord: BibEntity: Identifiers: – Type: doi Value: 10.1177/00222429251379772 Languages: – Code: eng Text: English PhysicalDescription: Pagination: PageCount: 22 StartPage: 26 Subjects: – SubjectFull: Customization Type: general – SubjectFull: Customer experience Type: general – SubjectFull: Customer relationship management Type: general – SubjectFull: Customer relations Type: general – SubjectFull: Consumer behavior Type: general – SubjectFull: Retail industry Type: general Titles: – TitleFull: Customization and the Customer Journey. Type: main BibRelationships: HasContributorRelationships: – PersonEntity: Name: NameFull: Kim, Suh Yeon – PersonEntity: Name: NameFull: Hamilton, Rebecca W. – PersonEntity: Name: NameFull: Kim, TI Tongil – PersonEntity: Name: NameFull: Lewis, Michael V. IsPartOfRelationships: – BibEntity: Dates: – D: 01 M: 11 Text: Nov2026 Type: published Y: 2026 Identifiers: – Type: issn-print Value: 00222429 Numbering: – Type: volume Value: 90 – Type: issue Value: 6 Titles: – TitleFull: Journal of Marketing Type: main |
| ResultId | 1 |