ANTECEDENTS OF MASS CUSTOMIZATION AND CUSTOMER SATISFACTION IN SUDAN

ABSTRACT- As markets grow and become increasingly competitive, customization is being recognized as an
important tool to satisfy and retain customers; this study investigates the relationship between antecedents of mass
customization and customer satisfaction in Sudan; the main objective of the study was to examine whether Antecedents of
Mass Customization lead to customer satisfaction.
The target population for the study was the customers that have been already purchased mass customized products
and because the topic is new and not having great base here in Sudan; we’ve chosen the painting industry as it is offering
customized paints and has many customers; this study used questionnaire as tool of data collection, total questioners
distributes was 270.
The data was collected in January-April 2014 and was analyzed using SPSS version 17.0; The findings indicated
that Perceived usefulness (β= .364, p=.003), Self- confidence (β= .235, P= .009), Product aesthetics (β= .357, P= .020) had
statistically significant and positive effect on customer satisfaction while Attitude (β= -.188, p=. .524 ) had effect on
customer satisfaction.
The present study also holds implications for marketing practitioners interested in pursuing a mass customization
strategy.