The Effects of Customization on Satisfaction with Mobile Systems

In the context of mobile commerce, many technology constraints, such as small screen displays and limited bandwidth, impede user adoption. It is crucial to customize interfaces, content, commerce transactions, and communication to meet mobile users’ need. This paper explores customer satisfaction with mobile services by expanding the expectation and desire disconfirmation model and incorporating constructs of perceived customizability and self-efficacy. This paper proposes a research model and method to validate the effect of perceived customizability on positive perception of service performance, expectation and desire disconfirmation, and satisfaction.