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Published in:
2015 | OriginalPaper | Chapter
Needs and Goals
Author : Stefan R. Thallmaier
Published in: Customer Co-Design
Publisher: Springer Fachmedien Wiesbaden
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Recently, scholars have paid increasing attention to the question of how the marketing strategy of customization adds value for the customer, i.e. perceived value. One superior argument in favor of this strategy is the possibility to reach a better fit between the individual preferences of each singular customer and the final product attributes, i.e. preference fit. From an economic standpoint it is further expected that a better preference fit increases customers’ willingness to pay a price premium compared to a non-customized, i.e. standardized, product.