The impact of product customization on customer satisfaction: An evaluation of a bespoke service in Abuja
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Background of the study
Product customization allows consumers to tailor products according to their preferences, enhancing the overall customer experience. In Abuja, a bespoke service provider offers personalized solutions that enable customers to modify products to meet their unique needs. This strategy has emerged as a significant competitive differentiator, particularly in markets where consumers seek individuality and exclusivity (Ibrahim, 2023). Research indicates that customization not only increases perceived product value but also strengthens customer satisfaction and loyalty (Chukwu, 2024). Bespoke services leverage digital tools and customer data to offer tailored products and enhance consumer engagement. The service provider in Abuja integrates customization options across its product lines, aiming to boost customer satisfaction by delivering a more personal shopping experience (Afolabi, 2025). Despite these advantages, empirical evidence linking product customization to customer satisfaction remains limited. This study investigates the impact of customization on customer satisfaction by examining consumer feedback and satisfaction metrics.
Statement of the problem
While product customization is promoted as a means to enhance customer satisfaction, its direct impact remains underexplored in the context of bespoke services in Abuja. Customers may appreciate personalization, yet factors such as customization complexity and perceived value might affect overall satisfaction (Ibrahim, 2023). Additionally, there is limited understanding of which aspects of customization drive satisfaction most effectively (Chukwu, 2024). This study aims to address these gaps by evaluating how product customization influences customer satisfaction and identifying key drivers that optimize the customization experience (Afolabi, 2025).
Objectives of the study:
To assess the effect of product customization on customer satisfaction.
To identify the customization elements that most enhance satisfaction.
To recommend strategies for improving customization processes in bespoke services.
Research questions:
How does product customization influence customer satisfaction in bespoke services?
Which customization features are most valued by customers?
How can bespoke service providers optimize customization to improve satisfaction?
Significance of the study
This study is significant as it provides insights into the role of product customization in enhancing customer satisfaction. The findings will help bespoke service providers in Abuja refine their customization options to better meet customer needs and boost loyalty. The research contributes to academic literature on personalized marketing and offers practical recommendations for improving customer experiences through tailored product offerings (Chukwu, 2024).
Scope and limitations of the study:
The study is limited to evaluating a single bespoke service provider in Abuja, Nigeria. Results may not be applicable to other industries or markets.
Definitions of terms:
Product Customization: The process of modifying a product to meet specific consumer requirements.
Customer Satisfaction: The level of contentment consumers experience with a product or service.
Bespoke Service: A service that offers personalized, tailor-made solutions to customers.
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