Effectively managing customer service satisfaction is a topic of vast interest for marketing practitioners and academics alike because of their positive impact on customer behavior and firm performance. | A study on service customization impact towards customer satisfaction loyalty and trust International Journal of Management IJM Volume 6 Issue 10 Oct 2015 pp. 126-134 Article ID IJM_06_10_016 Available online at http IJM JType IJM amp VType 6 amp IType 10 ISSN Print 0976-6502 and ISSN Online 0976-6510 IAEME Publication _ A STUDY ON SERVICE CUSTOMIZATION IMPACT TOWARDS CUSTOMER SATISFACTION LOYALTY AND TRUST Dr. K. Uma . MBA. . . . Research Advisor amp Assistant Professor Department of Management Studies . College of Arts and Science Pudukkottai Tamilnadu G. Chandramowleeswaran. . Research Scholar Department of Management Studies . College of Arts and Science Pudukkottai Tamilnadu Cite this Article Dr. K. Uma and G. Chandramowleeswaran. A Study on Service Customization Impact towards Customer Satisfaction Loyalty and Trust International Journal of Management 6 10 2015 pp. 126-134. http IJM JType IJM amp VType 6 amp IType 10 1. INTRODUCTION Effectively managing customer service satisfaction is a topic of vast interest for marketing practitioners and academics alike because of their positive impact on customer behavior and firm performance. Customer satisfaction is one of the primary factors leading to customer loyalty and continuation of relationships. Various studies have found that higher level of customer satisfaction leads to greater customer loyalty and word of mouth recommendations Guo. 2009 Lai. 2009 . Service customization evaluation and satisfaction are intricately related to perceived service quality Parasuraman 1988 Zeithaml 1996 . Marketing researchers have treated service quality and satisfaction both as perceptual constructs from a disconfirmation perspective. Service quality has been defined as the outcome of an evaluation process where the consumer compares his expectations with the .
