Product customization approach is one of the strategies which many companies deploy to increase user satisfaction. Customization allows each user to change the products according to their needs and demands. In order to enjoy products or services via customization, one must make multiple choices that illustrate the importance of how the customization process must work. It should be acknowledged that customization might not always lead to the illustrated goal. Recognizing user behaviors is one of the most important criteria for customization success and little attention has been paid to it. In this article, Culture, identity, user knowledge, user's understanding of customization & customer customization sensitivity are considered as some of the factors which fall within the scope of user behavior. The purpose of this study is to provide a brief overview of user behavior and its impact on product customization. This study concludes that companies can implement better strategies according to their target group by a better understanding of user behavior.
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