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 volumeConference contributionScientificpeer-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 languageEnglish
Title of host publicationAdvances 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
EditorsTareq Ahram, Christianne Falcão
PublisherSpringer
Pages143-149
Number of pages7
ISBN (Print)9783030518271
DOIs
Publication statusPublished - 2020
Externally publishedYes
EventAHFE 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 202020 Jul 2020

Publication series

NameAdvances in Intelligent Systems and Computing
Volume1217 AISC
ISSN (Print)2194-5357
ISSN (Electronic)2194-5365

Conference

ConferenceAHFE 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/TerritoryUnited States
CitySan Diego
Period16/07/2020/07/20

Keywords

  • Customer co-creation
  • Mass Customization
  • Product configurator
  • User experience

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