Towards Understanding Customer Co-creation Experience for Mass Customization

Mass-Customization (MC) has been considered to answer diversifying customer needs and reshape the consumer product market. However, after about two decades of trials, MC has been largely far from success in practice. One of the major reasons for this is considered to be a lack of user engagement with customized products and the customization process itself. Therefore, this draws the attention from what is provided to the customer to how it is provided. The user involvement in MC is in the form of co-creation and often done through online tools, also known as product configurators. In practice, these product configurators for MC frequently fail in sales conversion. This study investigates the experience for customers throughout the co-creation process in an attempt to shed light on different aspects of this experience and provide a better understanding of all contributing factors.