Title: Mass customisation and consumer behaviour: the development of a scale to measure customer customisation sensitivity

Authors: Margarita B. Guilabert, Naveen Donthu

Addresses: Department of Marketing, Georgia State University, P.O. Box 3991, Atlanta, GA 30302–3991, USA. ' Department of Marketing, Georgia State University, P.O. Box 3991, Atlanta, GA 30302–3991, USA

Abstract: Theoretical research on mass customisation of consumer products and services has emphasised the importance of consumers embracing customised products as a prerequisite to success. It seems obvious that if consumers are not interested in customisation, then there is no need to pursue customisation strategies. Consumers may be more or less inclined toward different types of mass customised products/services, thus it is critical to know the importance of customisation for consumers. This paper describes the development of a short scale to measure customer customisation sensitivity or CCS as an initial research effort. Ideas for future investigations are also suggested.

Keywords: mass customisation; consumer behaviour; scale development; consumer customisation sensitivity; empirical study; customisation strategies.

DOI: 10.1504/IJMASSC.2006.008620

International Journal of Mass Customisation, 2006 Vol.1 No.2/3, pp.166 - 175

Available online: 12 Jan 2006 *

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