Purpose – The aim of this article is to examine the interaction effect of customization mode and regulatory focus on the “tailoring” outcomes of customized services in both the number of options retained and consumer evaluations. Design/methodology/approach – Two experiments investigate...

Purpose This study aims to elucidate how different relationship investment efforts by a service firm affect its customers’ perceived relationship investment; to determine how perceived relationship investment influences various dimensions of relationship strength; and to explore the moderating...