ABSTRACT
Service industry companies are seeking to raise their competitiveness through mass customization creating products which can be customized based on a customer’s specific needs (Salvendy, 2001). One example of this trend is the development of personalized dietary services in cafés or soft drinks shops, where the customers can customize their beverage based on their preferences for different flavors, ingredients and topping (Kamis, Koufaris, & Stern, 2008). Given increased awareness of and concern for healthy diet practices (Moustafa & Froguel, 2013), (Strobel, 2014), customers could find such services useful in helping them manage their weight and maintain a healthy lifestyle.
