A Dynamic Model of Customer Retention in Mass Customization Services

Xu Hongyi, Liu Man


The customization in the MC is driven by the customer, so customer retention to a large extent influent the effective implementation of mass customization. Combining the dynamic customer relationship management and the three stages of customer consumption emotional and customer loyalty, the anthors build three-dimensional structure model. The paper studies the dynamic model of customer retention under the mass customization services, meanwhile, the paper analyzes the different characteristics and influence factor of customer loyalty and customer consumption emotion at various stages of CRM.


Mass customization; CRM; Customer retention; Customer loyalty

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DOI: https://doi.org/10.24212/2179-3565.2011v2i3p22-27

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