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The Role of Customization Levels in Co-Creation and Co-Destruction of Customer Value

Schoot Uiterkamp, Sven (2025) The Role of Customization Levels in Co-Creation and Co-Destruction of Customer Value.

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Abstract:This thesis explores how different levels of customization and support affect customer value experience in online racket sports e-commerce. Using a 3×3 experimental design, participants interacted with landing pages that varied in customization complexity (low, moderate, high) and support level (low, moderate, high). The study introduced three customer personas — Maximizer, Explorer, and Minimizer — to examine how individual differences influence value co-creation or co-destruction. Findings show that value experience depends not only on system design but also on how well it matches the user’s mindset. Moderate customization combined with appropriate support generally led to more positive outcomes, while mismatches often caused frustration or doubt. Even strong support could not fully prevent negative experiences when the setup clashed with a persona’s needs. The study contributes to theories of interactive value formation by highlighting how personal characteristics shape digital service experiences. It also provides practical insights for designing adaptive customization flows that fit different user types, helping platforms avoid value loss and improve satisfaction.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:77 psychology, 85 business administration, organizational science
Programme:International Business Administration BSc (50952)
Link to this item:https://purl.utwente.nl/essays/106731
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