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Towards successful mass customization strategies in Dutch house building: An application of the motivation-opportunity-ability framework to investigate the customer value of houses customized with a product configurator

Swanenburg, R. (2016) Towards successful mass customization strategies in Dutch house building: An application of the motivation-opportunity-ability framework to investigate the customer value of houses customized with a product configurator.

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Abstract:The objective of this study is to empirically investigate the customer value of a mass customization concept for houses by performing an on-line experiment with a configurator. The focus of this study is twofold. First, drivers of customer value that are based on the motivation-ability-opportunity (MOA) framework are investigated and tested. Second, the difference between two configurator designs is studied. Respondents, recruited from a large database of potential house buyers, designed a house with an on-line configurator and evaluated their design in a survey. They were randomly assigned to either a customization via starting solutions (CvSS) or attribute-by-attribute (AbA) customization approach. These two groups were compared to a control group that had to evaluate a standardized house design. The motivation measure ”process enjoyment”, opportunity measure ”design freedom” and ability measure ”ease of use” correlated with the two dependent variables, preference fit and purchase probability. After hierarchical regression analysis, ”design freedom” was found a predictor for preference fit. In addition, ”process enjoyment” was a predictor for both dependent variables. This means that the measures of the MOA framework can only be partly applied to evaluate the customer value of configurator based mass customization concepts in the Dutch house-building industry.
Item Type:Essay (Master)
Clients:
Plegt-Vos, Hengelo, The Netherlands
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
Link to this item:http://purl.utwente.nl/essays/69474
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