Typology of Potential Benefits of Mass Customization Offerings for Customers: An Exploratory Study of the Customer Perspective

HANDBOOK OF RESEARCH IN MASS CUSTOMIZATION AND PERSONALIZATION, Frank T. Piller, Mitchell M. Tseng, eds., December 2009

Posted: 26 Apr 2010

Date Written: Dec 30, 2009

Abstract

In order to utilize the full potential of mass customization (MC), the first objective of this study is to develop a differentiated typology of potential benefits which different MC offerings can generate for consumers. Therefore, a theoretical-conceptual approach is complemented by 20 in-depth interviews. The results suggest that style customization especially is capable of generating symbolic, emotional, hedonic and epistemic benefits, and seems to be attractive with regard to presents. Fit and functionality customization mainly offer possibilities for the generation of functional benefits, such as quality and economical benefits are of importance. The second objective is to analyze the central factors influencing the evaluation of the attractiveness of MC offerings and the demand of different age groups. For this purpose focus group surveys with pupils, students, middle-aged employees and over 50s were conducted. Type, extent and place of customization, service support and type of purchasing decisions could be identified as central factors of MC offerings. Budget and time shortage, use of attractive alternatives to mc, certain individual characteristics and dissatisfaction with standardized products represent important consumer-related factors. Finally, differences between the regarded age groups are laid open.

Keywords: Mass Customization, Personalization, Engineer-to-Order, Open Innovation, User Co-Creation, Modularity, Platform Design, Customer Centricity

Suggested Citation

Bauer, Hans H., Typology of Potential Benefits of Mass Customization Offerings for Customers: An Exploratory Study of the Customer Perspective (Dec 30, 2009). HANDBOOK OF RESEARCH IN MASS CUSTOMIZATION AND PERSONALIZATION, Frank T. Piller, Mitchell M. Tseng, eds., December 2009, Available at SSRN: https://ssrn.com/abstract=1593872

Hans H. Bauer (Contact Author)

University of Mannheim ( email )

Universitaetsbibliothek Mannheim
Zeitschriftenabteilung
Mannheim, 68131
Germany

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