Title: A review and a conceptual framework of the key value drivers of mass customisation

Authors: Raphael Damm; Carmen De Pablos Heredero; Carlos Rodríguez-Monroy

Addresses: Universidad Rey Juan Carlos, Paseo Artilleros s/n. 28032 Vicálvaro, Madrid, Spain ' Universidad Rey Juan Carlos, Paseo Artilleros s/n. 28032 Vicálvaro, Madrid, Spain ' Universidad Politécnica de Madrid, c/José Gutiérrez Abascal 2, 28006 Madrid, Spain

Abstract: The aim of this paper is to conceptualise the key value drivers of mass customisation in order to provide a structured approach to explain the added value that customers attribute to mass customised products. We assume that the added value of mass customisation is ultimately reflected in an increased willingness to pay. Previous studies show diverse results concerning customers' willingness to pay for mass customised products. We contribute to the existing body of research by suggesting and discussing the influence of general product characteristics and factors of the mass customisation approach on the key value drivers of mass customisation. Furthermore, the development of a conceptual framework offers explanations for the dissimilarity in customers' willingness to pay and advances the knowledge about the value increment of mass customised products as perceived by customers.

Keywords: mass customisation; customer value; success factors; willingness to pay; WTP; marketing; conceptual framework; key value drivers.

DOI: 10.1504/IJTMKT.2013.056832

International Journal of Technology Marketing, 2013 Vol.8 No.4, pp.411 - 430

Received: 11 Sep 2012
Accepted: 12 Mar 2013
Published online: 28 Feb 2014 *

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