Customization is a good marketing strategy for a business to provide satisfying services for consumers. Customization means modify and offer services according to customers’ individual preferences and specifications. This makes the customers have a feeling of being well serviced, and can help them to convince their decision to choose services or products from the companies.

Customization provides products or services referring to consumers’ own interests; thus, this can help to develop the relationship between customers and companies. It’s a great opportunity for companies to understand the customer needs better, as well as getting more information about consumers during the process of self- relevant services. Due to this kind of communication, the companies and the customers can get to know each other better, and hence strengthen the relationship between them.

Furthermore, customization will increase the demand for specific services and products, so the companies can charge a higher price to earn more profit. In addition, the increased level of individual related services will help business to create a chain of customer loyalty. This is because the customers trust the companies more due to their excellent performance previously. So it’s wise for a company to use customization as its marketing strategy to attract more potential customers.

(Source is provided by Pedro S. Coelho, Jörg Henseler, “Creating customer loyalty through service customization.” http://www.emeraldinsight.com/journals.htm?articleid=17024515)