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Design for Mass Customisation in Higher Education: a Systems-Thinking Approach

Author

Listed:
  • Duong Thuy Pham

    (Fengchia University
    Thainguyen University of Economics & Business Administration)

  • Ayham A. M. Jaaron

    (An-Najah National University)

Abstract

The point of this research is to investigate the impact of systems-thinking principles (Seddon 2003) on operationalising the ‘mass customisation’ capability of student services in higher education institutions. The research empirically contributes to student-service mass customisation in higher education through the findings of a case study conducted at the admission and academic registry service department of one of the UK’s leading universities. A qualitative methodology was employed with the use of semi-structured interviews, focus group, observations, and documentation supplements. It was found that the principles of systems-thinking are positively related to enhancement of mass customisation capability through the realisation of three different levels of service mass customisation determinants. These three levels are: employee level (i.e. micro determinants); operational level (i.e. meso determinants); and functional level (i.e. macro determinants). A conceptual model was developed to explain the relationships among these three organisational levels, supported by empirical evidences. The value of this paper is the introduction of a conceptual model that could operationalise ‘mass customisation’ in universities by integrating human resources, operational and functional dimensions in a systematic design to deliver customised services for students as individuals.

Suggested Citation

  • Duong Thuy Pham & Ayham A. M. Jaaron, 2018. "Design for Mass Customisation in Higher Education: a Systems-Thinking Approach," Systemic Practice and Action Research, Springer, vol. 31(3), pages 293-310, June.
    • Handle: RePEc:spr:syspar:v:31:y:2018:i:3:d:10.1007_s11213-017-9426-7
    DOI: 10.1007/s11213-017-9426-7
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    References listed on IDEAS

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