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Perceived Value of the Mass-Customized Product and Mass Customization Experience for Individual Consumers

Author

Listed:
  • Aurelie Merle

    (MKT - Marketing - EESC-GEM Grenoble Ecole de Management)

  • Jean-Louis Chandon

    (AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix Marseille Université)

  • Elyette Roux

    (AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix Marseille Université)

  • Fabrice Alizon

    (Keyplatform Company - Keyplatform Company)

Abstract

The operations management literature on mass customization mainly focuses on the questions of whether and how manufacturers can efficiently deliver customization. Researchers have analyzed the trade-offs between customization and dimensions of operational performance such as delivery times, quality, and costs. However, we argue that providing efficient customization is not sufficient per se to assess the value of mass customization. From this perspective, this paper focuses on complementary mechanisms for creating value: the benefits perceived by individual consumers. Two global components of perceived value within the context of mass customization are identified: mass-customized product, with three dimensions, and mass customization experience, with two dimensions. The Consumer-Perceived Value Tool (CPVT) is proposed to empirically measure the five perceived benefits related to the mass-customized product and to the codesign process from the consumer viewpoint. The psychometric properties of the CPVT are assessed using three samples. The implications of this approach are discussed, along with directions for further research.

Suggested Citation

  • Aurelie Merle & Jean-Louis Chandon & Elyette Roux & Fabrice Alizon, 2010. "Perceived Value of the Mass-Customized Product and Mass Customization Experience for Individual Consumers," Grenoble Ecole de Management (Post-Print) hal-00585292, HAL.
    • Handle: RePEc:hal:gemptp:hal-00585292
    DOI: 10.1111/j.1937-5956.2010.01131.x
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    Citations

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    Cited by:

    1. Na Liu & Pui-Sze Chow & Hongshan Zhao, 2020. "Challenges and critical successful factors for apparel mass customization operations: recent development and case study," Annals of Operations Research, Springer, vol. 291(1), pages 531-563, August.
    2. Lacroix, Rachel & Seifert, Ralf W. & Timonina-Farkas, Anna, 2021. "Benefiting from additive manufacturing for mass customization across the product life cycle," Operations Research Perspectives, Elsevier, vol. 8(C).
    3. Turner, Frances & Merle, Aurélie & Gotteland, David, 2020. "Enhancing consumer value of the co-design experience in mass customization," Journal of Business Research, Elsevier, vol. 117(C), pages 473-483.
    4. Intaka Piriyakul & Rapepun Piriyakul, 2022. "The moderating effect of influencer on the causal map of mutual information, coproducer and customer value: a thematic analysis of messages posted by brand communities," Journal of Marketing Analytics, Palgrave Macmillan, vol. 10(2), pages 131-144, June.
    5. Straus, Lennart & Robbert, Thomas & Roth, Stefan, 2016. "Customer participation in the customization of services: Effects on satisfaction and behavioral intentions," jbm - Journal of Business Market Management, Free University Berlin, Marketing Department, vol. 9(1), pages 498-517.
    6. Fogliatto, Flavio S. & da Silveira, Giovani J.C. & Borenstein, Denis, 2012. "The mass customization decade: An updated review of the literature," International Journal of Production Economics, Elsevier, vol. 138(1), pages 14-25.
    7. Piller, Frank & Vossen, Alexander & Ihl, Christoph, 2012. "From Social Media to Social Product Development: The Impact of Social Media on Co-Creation of Innovation," Die Unternehmung - Swiss Journal of Business Research and Practice, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 66(1), pages 7-27.
    8. Frances Turner & Aurelie Merle & Pauline Fatien Diochon, 2011. "How to Assess and Increase the Value of a Co-Design Experience: a Synthesis of the Extant Literature," Post-Print hal-00649498, HAL.
    9. Shuangyao Zhao & Qiang Zhang & Zhanglin Peng & Yu Fan, 2020. "Integrating customer requirements into customized product configuration design based on Kano’s model," Journal of Intelligent Manufacturing, Springer, vol. 31(3), pages 597-613, March.
    10. Laura Macchion & Rosanna Fornasiero & Andrea Vinelli, 2017. "Supply chain configurations: a model to evaluate performance in customised productions," International Journal of Production Research, Taylor & Francis Journals, vol. 55(5), pages 1386-1399, March.
    11. Ye Yan & Suraksha Gupta & Klaus Schoefer & Tana Licsandru, 2020. "A Review of E-mass Customization as a Branding Strategy," Corporate Reputation Review, Palgrave Macmillan, vol. 23(3), pages 215-223, August.
    12. Shao, Xiao-Feng, 2020. "What is the right production strategy for horizontally differentiated product: Standardization or mass customization?," International Journal of Production Economics, Elsevier, vol. 223(C).
    13. David M. Goldberg & Jason K. Deane & Terry R. Rakes & Loren Paul Rees, 2022. "3D Printing Technology and the Market Value of the Firm," Information Systems Frontiers, Springer, vol. 24(4), pages 1379-1392, August.
    14. Guo, Shu & Choi, Tsan-Ming & Chung, Sai-Ho, 2022. "Self-design fun: Should 3D printing be employed in mass customization operations?," European Journal of Operational Research, Elsevier, vol. 299(3), pages 883-897.
    15. Suk Bong Choi & Jin Min Kim, 2018. "A comparative analysis of electronic service quality in the online open market and social commerce: the case of Korean young adults," Service Business, Springer;Pan-Pacific Business Association, vol. 12(2), pages 403-433, June.
    16. Frances Turner & Aurelie Merle & Pauline Fatien Diochon, 2011. "How to Assess and Increase the Value of a Co-Design Experience: a Synthesis of the Extant Literature," Grenoble Ecole de Management (Post-Print) hal-00649498, HAL.
    17. Kolomiiets Olga & Krzyżanowska Magdalena & Mazurek Grzegorz, 2018. "Customer Disposition to Value Co-Creation Activities. The Case of the Clothing Industry," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 26(3), pages 30-48, September.
    18. Weller, Christian & Kleer, Robin & Piller, Frank T., 2015. "Economic implications of 3D printing: Market structure models in light of additive manufacturing revisited," International Journal of Production Economics, Elsevier, vol. 164(C), pages 43-56.
    19. Rémi Mencarelli & Arnaud Riviere, 2015. "Perceived value in B2B and B2C: A comparative approach and cross-fertilization," Post-Print halshs-01157807, HAL.
    20. Yoo, Jungmin & Park, Minjung, 2016. "The effects of e-mass customization on consumer perceived value, satisfaction, and loyalty toward luxury brands," Journal of Business Research, Elsevier, vol. 69(12), pages 5775-5784.
    21. Eric Stevens & Ronald Boucher, 2020. "Designing Co-Creation Platforms: The Case of Configurators Toolkits," Post-Print hal-02872485, HAL.

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