Service customization, customer perceived value, and satisfaction: From the perspective of customers´ self-efficacy

It is a marketplace reality that mass customization has been discussed intensively by the researchers and practitioners from the product perspective. There were only a few research about service customization based on the customers. This article examines the relationship between customers´ self-efficacy and satisfaction. The results, evoked from a survey in He Bei University, indicate that customers´ self-efficacy has a positive impact on perceived value and satisfaction in the mobile phone service customization. In light of the major findings, the article sets forth some implications for managers.