The impact of personalization on customer satisfaction

This research was conducted in order to obtain an answer to the problem statement which was formulated as follows: ‘What is the impact of personalization options on customer satisfaction and the supply chain for a manufacturer of fashion clothing?' In order to be able to answer this question an extensive literature review has been done on the fields of customer satisfaction, mass customization, personalization options and the combination of these. Furthermore some informal interviews were held with experienced men in the field of cut-to- bone suits. According to this primary research a number of factors were defined which determine customer satisfaction in the field of men's fashion and personalization. These factors were price, waiting time, service, number of differentiation options offered and uniqueness. All factors were divided in three levels.