customization include greater perceived control and higher consumer satisfaction. The drawbacks of service customization include … qualitative study and two behavioral experiments to test the hypotheses. Findings The authors find that the advantages of service …

Purpose – Although practitioners and scholars alike embrace service customization as a possibly powerful management … of service customization and the efficacy of service customization. Design/methodology/approach – Two large … trust on loyalty. Research limitations/implications – Service customization is a viable instrument for relationship …

are becoming more service‐like in nature. As such, mobile coupons will benefit from firm‐generated service customization …