Abstract:
Mass Customization (MC) is an advanced management tool in which
product is designed and produced in close relationship and coordination with
customer’s expectations and desires. Therefore, this study investigates the
predictors of intention in Mass Customization: the mediating role of codesign,
and the effect of awareness and knowledge. However, there is a little
knowledge about Mass Customization and its effect on customer satisfaction
through the co- design. The methodology used in this study was descriptive
analytical method using survey. This study has focused on individuals
associated with customized products. Non probability sampling has been
taken from painting industry. To test hypothesis, study used multiple and
hierarchal regression analysis. No. of questionnaires distributed was 270
with response rate 70%. In all instances, four variables were considered as
predictors of intention. Intention is considered as a mediator between the
predictors and the behavior which is co- design which is itself mediator
between intention and customer test hypothesis, satisfaction. Two
moderators were included to have influence on the relation between codesign
and customer satisfaction (Knowledge& Awareness). Therefore,
these findings suggest that consumers’ evaluations of mass customization
are positively related to attitude and self- confidence and negatively related
to the perceived usefulness and product aesthetics of the customized product.
Furthermore, the evaluation is more positive when consumers have intention
to co- design their product which increases the ability for self-expression
increases and leads to customer satisfaction; this last construct being
positively related to the public visibility of the mass customization outcome
and the amount of customization. Finally, this study shows that as
customization evaluations increase, so do behavioral intentions (e.g., codesign)
toward the customized product.
