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Abstract:
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This paper aims to analyse the importance of relational marketing, along with the factors that
contribute to level of customization. In this regard, the study would like to contribute to the
deepening of the body of knowledge about the role of customized relational quality in its function
to improve marketing performance. By using qualitative study with systematic review analysis,
the results show that customization will provide services that are more relevant to the needs and
desires of buyers in differentiating offerings and competitors so that will increase the value of
the offer. Customization is one of the characteristics of competition. The implication of
customization is that the operating system must be flexible to control the customer's unique needs
and change its design. It is also noteworthy to mention some factors capable of determining the
level of customization, such as high flexibility, high volume and economical and timely. |