Mass customization in services : proposal of a conceptual framework

This research is the response to the need of studies dealing with mass customization in service since the existing research is still largely focus on manufacturing operations. We made this research based on theoretical background in which the categories of manufacturing are examined to be matched with service industries categories in relation to the mass customization elements. There are three main elements in this research namely mass customization approach, key success factor of mass customization and enablers of mass customization. These three elements are used to build the model which we call it extended framework model. One element in the extended framework is adapted from the work of Harmsel (2012), which allow us to define service mass customization approach based on two dimensions which are level of customer integration and number of modules used in the service offering. Thus using the other two elements (success factors and enablers), we extended the framework model. The extended framework model is completed by the analysis of framework model. The analysis provides further information about the relationship between variables of each element in the framework model. Following the elements sequence in the framework model, two matrixes are built based on the relationship of the elements. Our extended framework model and relationship matrixes are expected to support the decision making of for the service companies that want to pursue mass customization and guide the “new comers” of mass customizer to understand their position according to the approach they have selected and to consider which success factors and enablers they have to focus on. The same advantage also can be used as well by the companies who already became mass customizers. Empirical findings for the future research regarding the matrix relationship are needed in order to test the accuracy of the measurement level we made. It is recommended for the future research to concentrate on the validation of the use of framework model