Jiang, Pingjun; Balasubramanian, Siva K; Lambert, Zarrel V. - In: Journal of Services Marketing 29 (2015) 4, pp. 314-326
Purpose – The purpose of this paper is to make contributions toward new knowledge and understanding of how marketers can provide effective online customization experiences for customers. The practicality of online mass customization has received much attention as consumers perceive more value...