The Customization or individualization refers to the personalization of communication between the users and a website (Rayport and Jaworski, 2001, p9).The customization can either be initiated by the firm which is the firm customize the website for the user or initiated by the user which is user build a custom version of the site (Rayport and Jaworski, 2001, p13).For instance, MyYahoo.
Interactivity defined as the users' ability to conduct two way communications. This includes user-to-user and firm-to-user communication. (Rayport and Jaworski, 2001, p10).…
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