Four items assess the degree to which customers believe a service provider treats them as individuals rather than as generic clients -- understanding their particular needs, being sensitive to their specific situation, identifying the most helpful offering for them personally, and seeking to uncover their personal expectations. This individuated capability represents one of six strategic interaction capabilities constituting a service-dominant (S-D) orientation framework. Providers high on this dimension move beyond standardised service delivery toward tailored interaction that reflects genuine knowledge of each customer's unique circumstances.
Karpen, I. O., Bove, L. L., Lukas, B. A., & Zyphur, M. J. (2015). Service-dominant orientation: Measurement and impact on performance outcomes. Journal of Retailing, 91(1), 89-108.
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