Pine, B. Joseph; Gilmore, James H. - In: Strategy & Leadership 28 (2000) 1, pp. 18-23
determine which products to customize, many companies gather customer satisfaction or “voice of the customer” surveys that use … should mass customize, because customer satisfaction measures market, not individual customer, satisfaction. The authors … conclude by presenting their 3‐S Model that shows the importance of driving up customer satisfaction and driving down customer …