Mostrando recursos 1 - 2 de 2

  1. Why Customers Value Self-Designed Products: The Importance of Process Effort and Enjoyment

    Franke, Nikolaus; Schreier, Martin
    This study analyzes which factors prompt customers to attribute value to products they design themselves using mass-customization (MC) toolkits. The assumption that self-design delivers superior customer value is fundamental to the concept of MC toolkits and can be found in almost any conceptual work in this field. However, spectacular failures reinforce the practical relevance of developing a deeper understanding of why and when MC toolkits generate value for customers - and when they do not. Research to date has assumed that the closer fit between the self-designed product's characteristics and the preferences of the customer is the dominant source of...
    (application/pdf) - 18-oct-2016

  2. Why Customers Value Mass-customized Products: The Importance of Process Effort and Enjoyment

    Franke, Nikolaus; Schreier, Martin
    We test our hypotheses on 186 participants designing their own scarves with an MC toolkit. After completing the process, they submitted binding bids for "their" products in Vickrey auctions. We therefore observe real buying behavior, not merely stated intentions. We find that the subjective value of a self-designed product (i.e., one's bid in the course of the auction) is indeed not only impacted by the preference fit the customer expects it to deliver, but also by (1) the process enjoyment the customer reports, (2) the interaction of preference fit and process enjoyment, and (3) the interaction of preference fit and...
    (application/pdf) - 18-oct-2016

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