Investigating the Role of Personalization in Shaping Customer Satisfaction and Purchase Intention in Customized Apparel Services

Abstract The rapid development of digital technologies has revolutionized the apparel sector by allowing companies to provide individualized and customized services that improve customer experiences and meet changing consumer demands. This study analyses the influence of personalization on consumer purchase intention in personalized apparel services by exploring the roles of perceived personalization, perceived value, emotional involvement, and customer trust. Based on the Stimulus–Organism–Response (S–O–R) paradigm, the study presents a comprehensive model to elucidate the impact of customization on consumer decision-making. A quantitative, cross-sectional study approach was employed, and primary data were gathered from 280 consumers with past experience of bespoke garment services. A standardized questionnaire with a five-point Likert scale was sent, and the data were examined by descriptive statistics, reliability analysis, correlation analysis, and multiple regression analysis. The results indicate that perceived personalization, perceived value, emotional involvement, and customer trust considerably and favourably affect customer’s purchase intentions. Among these criteria, perceived value emerged as the most significant predictor, succeeded by emotional involvement, customer trust, and perceived personalization. The findings indicate that effective personalization tactics improve customer’s value judgments, strengthen emotional ties, and cultivate trust, consequently elevating their propensity to purchase customized apparel. This research enhances the literature on personalization and consumer behavior by unifying cognitive, emotional, and relational characteristics into a cohesive framework. The results offer actionable insights for apparel retailers, highlighting the necessity of adopting transparent, customer-focused, and value-oriented personalization strategies to enhance customer relationships, increase purchase intentions, and secure a sustainable competitive edge in the dynamic digital apparel market.