Towards understanding customer co-creation experience for mass customization

Mehmet Özdemir; Sander Van Goethem; Xander De Buysscher; Vincent Delrue; Arthur Verburgh; Alexander Van Gastel; Jouke Verlinden

doi:10.1007/978-3-030-51828-8_19

Towards understanding customer co-creation experience for mass customization

Mehmet Özdemir^*, Sander Van Goethem, Xander De Buysscher, Vincent Delrue, Arthur Verburgh, Alexander Van Gastel, Jouke Verlinden

^*Corresponding author for this work

Research output: Chapter in Book/Conference proceedings/Edited volume › Conference contribution › Scientific › peer-review

2 Citations (Scopus)

Abstract

Mass-Customization (MC) has been considered to answer diversifying customer needs and reshape the consumer product market. However, after about two decades of trials, MC has been largely far from success in practice. One of the major reasons for this is considered to be a lack of user engagement with customized products and the customization process itself. Therefore, this draws the attention from what is provided to the customer to how it is provided. The user involvement in MC is in the form of co-creation and often done through online tools, also known as product configurators. In practice, these product configurators for MC frequently fail in sales conversion. This study investigates the experience for customers throughout the co-creation process in an attempt to shed light on different aspects of this experience and provide a better understanding of all contributing factors.

Original language	English
Title of host publication	Advances in Usability, User Experience, Wearable and Assistive Technology - Proceedings of the AHFE 2020 Virtual Conferences on Usability and User Experience, Human Factors and Assistive Technology, Human Factors and Wearable Technologies, and Virtual Environments and Game Design
Editors	Tareq Ahram, Christianne Falcão
Publisher	Springer
Pages	143-149
Number of pages	7
ISBN (Print)	9783030518271
DOIs	https://doi.org/10.1007/978-3-030-51828-8_19
Publication status	Published - 2020
Externally published	Yes
Event	AHFE Virtual Conference on Usability and User Experience, the Virtual Conference on Human Factors and Assistive Technology, the Virtual Conference on Human Factors and Wearable Technologies, and the Virtual Conference on Virtual Environments and Game Design, 2020 - San Diego, United States Duration: 16 Jul 2020 → 20 Jul 2020

Publication series

Name	Advances in Intelligent Systems and Computing
Volume	1217 AISC
ISSN (Print)	2194-5357
ISSN (Electronic)	2194-5365

Conference

Conference	AHFE Virtual Conference on Usability and User Experience, the Virtual Conference on Human Factors and Assistive Technology, the Virtual Conference on Human Factors and Wearable Technologies, and the Virtual Conference on Virtual Environments and Game Design, 2020
Country/Territory	United States
City	San Diego
Period	16/07/20 → 20/07/20

Keywords

Customer co-creation
Mass Customization
Product configurator
User experience

Access to Document

10.1007/978-3-030-51828-8_19

Cite this

Özdemir, M., Van Goethem, S., De Buysscher, X., Delrue, V., Verburgh, A., Van Gastel, A., & Verlinden, J. (2020). Towards understanding customer co-creation experience for mass customization. In T. Ahram, & C. Falcão (Eds.), Advances in Usability, User Experience, Wearable and Assistive Technology - Proceedings of the AHFE 2020 Virtual Conferences on Usability and User Experience, Human Factors and Assistive Technology, Human Factors and Wearable Technologies, and Virtual Environments and Game Design (pp. 143-149). (Advances in Intelligent Systems and Computing; Vol. 1217 AISC). Springer. https://doi.org/10.1007/978-3-030-51828-8_19

Özdemir, Mehmet ; Van Goethem, Sander ; De Buysscher, Xander et al. / Towards understanding customer co-creation experience for mass customization. Advances in Usability, User Experience, Wearable and Assistive Technology - Proceedings of the AHFE 2020 Virtual Conferences on Usability and User Experience, Human Factors and Assistive Technology, Human Factors and Wearable Technologies, and Virtual Environments and Game Design. editor / Tareq Ahram ; Christianne Falcão. Springer, 2020. pp. 143-149 (Advances in Intelligent Systems and Computing).

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abstract = "Mass-Customization (MC) has been considered to answer diversifying customer needs and reshape the consumer product market. However, after about two decades of trials, MC has been largely far from success in practice. One of the major reasons for this is considered to be a lack of user engagement with customized products and the customization process itself. Therefore, this draws the attention from what is provided to the customer to how it is provided. The user involvement in MC is in the form of co-creation and often done through online tools, also known as product configurators. In practice, these product configurators for MC frequently fail in sales conversion. This study investigates the experience for customers throughout the co-creation process in an attempt to shed light on different aspects of this experience and provide a better understanding of all contributing factors.",

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Özdemir, M, Van Goethem, S, De Buysscher, X, Delrue, V, Verburgh, A, Van Gastel, A & Verlinden, J 2020, Towards understanding customer co-creation experience for mass customization. in T Ahram & C Falcão (eds), Advances in Usability, User Experience, Wearable and Assistive Technology - Proceedings of the AHFE 2020 Virtual Conferences on Usability and User Experience, Human Factors and Assistive Technology, Human Factors and Wearable Technologies, and Virtual Environments and Game Design. Advances in Intelligent Systems and Computing, vol. 1217 AISC, Springer, pp. 143-149, AHFE Virtual Conference on Usability and User Experience, the Virtual Conference on Human Factors and Assistive Technology, the Virtual Conference on Human Factors and Wearable Technologies, and the Virtual Conference on Virtual Environments and Game Design, 2020, San Diego, United States, 16/07/20. https://doi.org/10.1007/978-3-030-51828-8_19

Towards understanding customer co-creation experience for mass customization. / Özdemir, Mehmet; Van Goethem, Sander; De Buysscher, Xander et al.
Advances in Usability, User Experience, Wearable and Assistive Technology - Proceedings of the AHFE 2020 Virtual Conferences on Usability and User Experience, Human Factors and Assistive Technology, Human Factors and Wearable Technologies, and Virtual Environments and Game Design. ed. / Tareq Ahram; Christianne Falcão. Springer, 2020. p. 143-149 (Advances in Intelligent Systems and Computing; Vol. 1217 AISC).

Research output: Chapter in Book/Conference proceedings/Edited volume › Conference contribution › Scientific › peer-review

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AU - Van Goethem, Sander

AU - De Buysscher, Xander

AU - Delrue, Vincent

AU - Verburgh, Arthur

AU - Van Gastel, Alexander

AU - Verlinden, Jouke

PY - 2020

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N2 - Mass-Customization (MC) has been considered to answer diversifying customer needs and reshape the consumer product market. However, after about two decades of trials, MC has been largely far from success in practice. One of the major reasons for this is considered to be a lack of user engagement with customized products and the customization process itself. Therefore, this draws the attention from what is provided to the customer to how it is provided. The user involvement in MC is in the form of co-creation and often done through online tools, also known as product configurators. In practice, these product configurators for MC frequently fail in sales conversion. This study investigates the experience for customers throughout the co-creation process in an attempt to shed light on different aspects of this experience and provide a better understanding of all contributing factors.

AB - Mass-Customization (MC) has been considered to answer diversifying customer needs and reshape the consumer product market. However, after about two decades of trials, MC has been largely far from success in practice. One of the major reasons for this is considered to be a lack of user engagement with customized products and the customization process itself. Therefore, this draws the attention from what is provided to the customer to how it is provided. The user involvement in MC is in the form of co-creation and often done through online tools, also known as product configurators. In practice, these product configurators for MC frequently fail in sales conversion. This study investigates the experience for customers throughout the co-creation process in an attempt to shed light on different aspects of this experience and provide a better understanding of all contributing factors.

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Özdemir M, Van Goethem S, De Buysscher X, Delrue V, Verburgh A, Van Gastel A et al. Towards understanding customer co-creation experience for mass customization. In Ahram T, Falcão C, editors, Advances in Usability, User Experience, Wearable and Assistive Technology - Proceedings of the AHFE 2020 Virtual Conferences on Usability and User Experience, Human Factors and Assistive Technology, Human Factors and Wearable Technologies, and Virtual Environments and Game Design. Springer. 2020. p. 143-149. (Advances in Intelligent Systems and Computing). doi: 10.1007/978-3-030-51828-8_19

Towards understanding customer co-creation experience for mass customization

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Keywords

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