Memorias de investigación
Mass Customization from a Customer?s Perspective: An Empirical Investigation of the Success Factors of Customer Driven Value Creation

Research Areas
  • Economy,
  • Company,
  • Economics and commercials exchanges

This research addresses how customers perceivecustomized products. The heterogeneity of customers? needs is the foundation on which firms can build competitive advantage. Essentially, the basic idea of the mass customization (MC) concept is that customized products fulfill customers? needs in a superior way. A higher degree of need satisfaction increases the value customers perceive. Consequently, firms that serve markets of one, that is the individual customer, hold a competitive advantage over firms that target the mass market. MC, as opposed to personalization, encompasses the establishment of processes and capabilities that support firms to become more customer-centric. This makes firms more receptive to the demands of markets. As a consequence, firms can react faster and more efficiently in volatile situations and anticipate changes. However, from a customer?s point of view, MC implies the investment of time and energy. Although the involvement in the production process provides customers with the opportunity to specify particular needs and obtain products that better fit their preferences, feelings of information overload or the perception of effort during the MC process might diminish the added value. In academic literature diverse explanations are offered for the additional value custom-ers attribute to mass customized products. For example, the increase in the utilitarian product value, the satisfaction of hedonic needs, a product?s uniqueness, or feelings of pride to be the author of an object have been mentioned to be relevant for customers? perception of value. However, it is unclear how those factors interact and what deter-mines their magnitude.
Mark Rating
Sobresaliente cum laude
  • Director: Carlos Rodriguez Monroy UPM
  • Director: Carmen de Pablos Heredero Universidad Rey Juan Carlos
  • Autor: Raphael Damm Universidad Rey Juan Carlos

Research Group, Departaments and Institutes related
  • Creador: Grupo de Investigación: Ingeniería de la Calidad Alimentaria
  • Departamento: Ingeniería de Organización, Administración de Empresas y Estadística