|Title||Understanding the customer value of co-designing individualized products (forthcoming)|
|Publication Type||03. Journal Papers|
|Year of Publication||2015|
|Authors||Habicht, H., & Thallmaier S.|
|Journal||International Journal of Technology Management|
|Type of Article||empirical paper|
|Keywords||customer co-design, customer value, individualization service, mass customization, online toolkits, SEM-PLS|
Mass Customization (MC) is a business strategy that seeks competitive edge through enhancing product-centred offers with individualization services. In its core process of customer co-design, toolkits enable customers to translate their needs into product specifications. The present study investigates how customer value is created within the co-design process. Data from 211 customers of a luxury shoe individualizer were retrieved and subsequently analysed using SEM-PLS. We find creative achievement and perceived fun to be significant components of co-design value. Both have significant impact on product perception, but no direct impact on purchase intention, and the intention to recommend the MC offer to others. We recommend further studies that take into account multiple customer segments or product categories as well as studies which depart from conceptualizing MC as technology-based self-service, e.g. by including peer assistance and professional assistance.