Surprenant & Solomon [1987] noted that a service provider customizes the service to a customer, in an attempt
to enhance the interpersonal experience, by a simple friendly greeting, by adjusting the basic service to suit the
customer’s needs, or by offering advice. They stress that the central theme of customization is any behavior
occurring in the interaction to recognize the customer’s uniqueness as an individual rather than an anonymous
service recipient. Mittal & Lassar [1996] echoed that “customization concerns the manner in which service
employees relate to customers as people” (p.96).