Influence Factors of Mass Customization Adoption in Service: Customer Behavior View
Mass customization has been applied in service already. But the theoretical and empirical studies are still not sufficiency. For the reasons, the essence of service poses challenges to mass customization in service. In this paper, we bridge the service scene of mass customization with customer behavior theory to construct a role-based framework triangle of mass customization adoption in service. Firstly, we analyze the difference between mass customization in service and in manufacture. Then we summarize five rules of mass customization in service in two groups, i.e. mass and customization group. Secondly, it is recalled that the typical customer decision process and customers roles analysis. Thirdly, we summarize the individual influence factors of MC adoption in service under certain scene, which is fit with enough market segments and moderate market turbulence. It includes willingness to undertake to quality risk, willingness to pay for MC, and willingness to coproduction with service provider. Fourthly, we present five hypothesizes in three aspects totally. Finally, a conclusion and discussing of further study are given.
Mass Customization (MC) Service Innovation Customer Behavior
LI Jinghua
School of Business Management, Zhejiang Gongshang University, Hangzhou, P.R. China 310035
国际会议
The Fifth InternationalSymposium on Management of Technology(ISMOT07)(第五届技术与创新管理国际研讨会)
杭州
英文
807-810
2007-06-01（万方平台首次上网日期，不代表论文的发表时间）