The Dynamics of Customisation, Perceived Fairness, and Customer Loyalty within a Corporate Sustainability Framework

Mislav Ante Omazić; Mijo Renić; Alica Grilec

doi:10.2478/bsrj-2026-0003

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The Dynamics of Customisation, Perceived Fairness, and Customer Loyalty within a Corporate Sustainability Framework

Business Systems Research Journal

Volume 17 (2026): Issue 1 (April 2026)

By: Mislav Ante Omazić, Mijo Renić and Alica Grilec

Open Access

|May 2026

Abstract

Background

Customisation, understood as tailoring products, services, or communication to individual customer preferences, is increasingly used to enhance customer satisfaction, yet its impact on customer loyalty remains complex. Businesses increasingly focus on customisation to enhance customer satisfaction, yet its impact on customer loyalty remains complex. While customisation aligns with customer-centric strategies, ensuring fairness in these practices is crucial for fostering long-term relationships. This study explores the interplay between customisation, perceived fairness of the firm, and customer loyalty within the framework of corporate sustainability, drawing on equity and social exchange theories.

Objective

We test whether perceived firm fairness mediates the link between customisation and customer loyalty within a corporate sustainability framework.

Methods

We surveyed customers of a Croatian card services company using systematic random sampling and analysed the data using PLS-SEM.

Results

Customisation improves perceived firm fairness but has no direct effect on loyalty. Fairness fully mediates the relationship between customisation and loyalty.

Conclusions

Customisation boosts loyalty only when customers experience it as fair. Design transparent, consistently applied rules and communicate the “why” behind tailored offers to align with corporate sustainability principles and sustain long-term relationships.

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Articles in this issue

DOI: https://doi.org/10.2478/bsrj-2026-0003 | Journal eISSN: 1847-9375 | Journal ISSN: 1847-8344

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Language: English

Page range: 37 - 56

Submitted on: Mar 10, 2025

Accepted on: Sep 19, 2025

Published on: May 10, 2026

Published by: IRENET - Society for Advancing Innovation and Research in Economy

In partnership with: Paradigm Publishing Services

Publication frequency: 2 issues per year

Keywords:

customisation,

customer loyalty,

fairness perception,

corporate sustainability,

equity theory

Related subjects:

Business and economics,

Business management,

Management, organization, corporate governance,

Business management, other,

Mathematics and statistics for economists,

Mathematics

© 2026 Mislav Ante Omazić, Mijo Renić, Alica Grilec, published by IRENET - Society for Advancing Innovation and Research in Economy
This work is licensed under the Creative Commons Attribution 4.0 License.

Volume 17 (2026): Issue 1 (April 2026)