Discussion Thread: Process Design Replies
BeautifulFlower
CSPost.docxKey Concept Explanation
Mass customization (MC) is the process of providing a variation of products to consumers at a similar cost of mass production (Tiihonen, 2017). This allows for companies to be flexible to the ever-changing needs of the consumer and meet the customers individual needs. Within mass customization, there are four different approaches; collaborative, adaptive, cosmetic, and transparent (Gilmore, 1997). Each of these different approaches allows for businesses to continue to meet the needs of the customer. Collaborative customization allows for a conversation to be had with the consumer about the individual requirements of the customization (Shamsuzzoha, 2009). Adaptive customizers occur when a business manufactures a standard product that the consumer will then customize themselves within limits to fit their needs (Kiangala, 2021). Cosmetic customization refers to one product with different appearance variations, such as cell phones (Seoyeon, 2015). The final approach to customization is the transparent approach, in which organizations do not disclose that a product has been customized.
Mass customization is an interesting topic because of its purposes. MC was originated to keep up with the consumers’ needs, but as time has gone on, it serves a greater purpose now that technology and trends are changing so frequently. To keep up with the changing trends without redesigning new products, companies can implement customization to keep costs lower than using innovation.
Comparison
The idea of mass customization (MC) was to keep up with the increase of technology and the customer’s ever-changing needs. MC can be very beneficial to companies in a sense it keeps them current. Implementing mc into production allows for businesses to retain loyal customers and create long term relationships with the consumer (Park, 2018). According to research done on the context of mass customization, mc increases a customer’s perception on a company. This concept is a step deeper into the benefits of mc than the concepts within the text. The customers two types of perceived benefits come from the product itself as well as the mass customization experience (Park, 2018). When customers feel as if their needs are being met, they hold the product to a higher value than they typically would with a product that was not customized. Consumers want to feel valued and appreciated by business and providing mass customization for these consumers allows businesses to create a deeper connection between the consumer and the product or the consumer and the business. The mass customization experience also gives the consumer a higher perceived benefit of the company by allowing them to be engaged with the company on a higher level than what is typical. Giving the consumer a role in the customization gives the consumer enjoyment and can lead to an emotional attachment to the product or service.
Article Summary
The article I have chosen to use within my discussion board is Benefits of Mass Customized Products: Moderating Role of Product Involvement and Fashion Innovativeness written by Minjing Park and Jungmin Yoo published in 2018. The objective of their study was to research and find the benefits of mass customization, along with the emotional product attachments it can elicit from the consumer. The research was intended to find the links between mass customization and attachment and attitudes of consumers. The results of this study concluded that the perceived benefits of mass customizations positively increased the emotional attachment to the company and the program (Park, 2018). The study completed was completed by giving a survey to 290 female online shoppers who were able to participate in a mass customization program. The revelations showed there was a higher emotional attachment and higher perceived benefit to products that were customizable opposed to those that were not. The study also showed that the companies that had higher involved customers had a higher loyalty to the company than companies whose consumers were not involved. In conclusion with the results of the study, mass customization has many benefits for both the company and the consumer, including loyalty to the company and higher benefit perception.
Biblical Integration
The Bible calls us to do and work for others. Romans 15:2 states, “Let each of us please his neighbor for his good, to build him up” (English Standard Version, 2017). As Christians, doing things for others is a great way to show the love of Christ to others. Galatians 6:10 says “So then, as we have opportunity, let us do good to everyone, and especially to those who are of the household of faith” (English Standard Version, 2017). Giving customers the opportunity to customize their products goes above and beyond for the customer. This is also applicable because as Christians we are called to do all things as if unto the Lord. Philippians 2:14-15 says “Do all things without grumbling or questioning, that you may be blameless and innocent, children of God without blemish in the midst of a crooked and twisted generation, among whom you shine as lights in the world” (English Standard Version, 2017). Showing a customer you care by tending to their needs and wishes can show that you have a different light in you can could potentially plant a seed in them.
Application
With the everchanging needs of the consumer and the increase of time sensitive trends, mass customization is necessary to keep customers content and loyal to the company. One way mass customization is applicable in business, is through fast food chains or restaurants. Businesses must be able to customize made-to-order products to fit the customer’s needs and wants. For example, if a consumer has an allergy to a toping on a burger or sandwich, they must be able to customize the item and remove the toping they are allergic to. Gluten intolerances are more commonly diagnosed in today’s society, allowing customers to customize the burger bun for a gluten free option or lettuce makes the customer feel cared for and attended to. When customers feel this way, they are more likely to return and continue purchasing from the company. Mass customization can lead to a higher customer retention rate.
Annotated Bibliography
Gilmore, J. H., & Pine, B. J. (1997). The four faces of mass customization. Harvard business review, 75(1), 91-102.
Though this article is outdated, the information is still useful today. The Four Faces of Mass Customization written by James H. Gilmore and B. Joseph Pine II was the first identification of the 4 different approaches to mass customization: transparent, collaborative, adaptive, and cosmetic. This article is quoted in the text book showing how it is relevant to today’s businesses. Managers must identify which approach is best for their customers and on occasion mix the approaches to get the consumer’s desired results. Managers also need to review each option to see which best fits the company.
Kiangala, S. K., & Wang, Z. (2021). An effective adaptive customization framework for small manufacturing plants using extreme gradient boosting-XGBoost and random forest ensemble learning algorithms in an Industry 4.0 environment. Machine Learning with Applications, 4, 100024. https://doi.org/10.1016/j.mlwa.2021.100024 Links to an external site.
In order to sustain a business, organizations must be competitive when it comes to the continuous customer satisfaction. In order to provide the level of customer satisfaction needed, companies must keep up with innovations to do so. This strategy can help increase a company’s value in the eyes of the customers. Simplifying the process of mass customization allows for businesses to be more accessible to the consumer and easier for them to find the products they require. To keep up with the adaptive changes the customers require, companies must be innovative to continue to keep up with the consumer needs.
Seoyeon Lee & S. Shyam Sundar (2015). Cosmetic Customization of Mobile Phones: Cultural Antecedents, Psychological Correlates, Media Psychology, 18:1, 1-23, DOI: 10.1080/15213269.2013.853618
In this article, the authors explore why it is necessary for individuals to customize their phones through cosmetic customization. Customers see their cell phones as an extension of their self therefore want the ability to change the customization on their mobile phones. In today’s culture, consumers feel the need to self-express through visible accessories. This article dives into the psychological reasons behind the need for adaptive customization using analyses of consumer tendencies. Analyzing the psychological reasons, managers can then predict customer tendencies for the future. As time and technology progress, the need for innovation to fit consumer needs will also increase.
Shamsuzzoha, A., Kyllönen, S., & Helo, P. (2009). Collaborative customized product development framework. Industrial Management & Data Systems, 109(5), 718-735.
The motive behind this article was to show the methods of the collaborative customization approach and how it is extremely valuable to the consumer and a competitive advantage. The collaborative approach provides a bridge between the manufacturers/ businesses and the consumer. This approach allows for the consumer to have input into their product and ensure satisfaction in the company and its product. This article shows the different tools and methods of collaborative customization. These guidelines help companies continue making profit through customization. Increasing the customer input in the customization process allows for the company to ensure the consumer’s happiness with the product.
Tiihonen, J., Felfernig, A. An introduction to personalization and mass customization. J Intell Inf Syst 49, 1–7 (2017). https://doi.org/10.1007/s10844-017-0465-4
This article touches on the generalization of mass customization. It is primary duty is to introduce the topic of mass customization. This article provides insight on why it might be more beneficial to the consumer and business to choose mass customization over personalization. When it comes to personalization, the consumer has the chance to choose too many options and ultimately not follow through with the purchase due to being overwhelmed. When it comes to mass customization, limited options for the consumer to choose from helps give them direction with the product and decided easier. This leads to a higher purchase rate rather than a high rate of consumers walking away.
References
English Standard Version. (2017). Crossway. (Original work published 2001)
Gilmore, J. H., & Pine, B. J. (1997). The four faces of mass customization. Harvard business review, 75(1), 91-102.
Kiangala, S. K., & Wang, Z. (2021). An effective adaptive customization framework for small manufacturing plants using extreme gradient boosting-XGBoost and random forest ensemble learning algorithms in an Industry 4.0 environment. Machine Learning with Applications, 4, 100024. https://doi.org/10.1016/j.mlwa.2021.100024 Links to an external site.
Park, M., & Yoo, J. (2018). Benefits of mass customized products: moderating role of product involvement and fashion innovativeness. Heliyon, 4(2), e00537. https://doi.org/10.1016/j.heliyon.2018.e00537 Links to an external site.
Seoyeon Lee & S. Shyam Sundar (2015). Cosmetic Customization of Mobile Phones: Cultural Antecedents, Psychological Correlates, Media Psychology, 18:1, 1-23, DOI: 10.1080/15213269.2013.853618
Shamsuzzoha, A., Kyllönen, S., & Helo, P. (2009). Collaborative customized product development framework. Industrial Management & Data Systems, 109(5), 718-735.
Tiihonen, J., Felfernig, A. An introduction to personalization and mass customization. J Intell Inf Syst 49, 1–7 (2017). https://doi.org/10.1007/s10844-017-0465-4
