•Personalized customer service typically results in most customers receiving superior service.
•The delivery of personalized service depends on the judgment and capabilities of each service provider.
•Personalized service delivery is more inconsistent than standardized service, and some customers might receive lower service quality when service is personalized, compared to standardized.
•In addition, providing consistent, high-quality personalized service is costly because well-trained service providers or sophisticated computer software are needed to implement the service.