Typology of Potential Benefits of Mass Customization Offerings for Customers: An Exploratory Study of the Customer Perspective

@inproceedings{Bauer2009TypologyOP,
  title={Typology of Potential Benefits of Mass Customization Offerings for Customers: An Exploratory Study of the Customer Perspective},
  author={Hans H. Bauer and Anja D{\"u}ll and Dennis W. Jeffery},
  year={2009}
}
AbstractIn order to utilize the full potential of mass customization (MC), the first objective of this study is to develop a differentiated typology of potential benefits which different MC offerings can generate for consumers. Therefore, a theoretical-conceptual approach is complemented by 20 in-depth interviews. The results suggest that style customization especially is capable of generating symbolic, emotional, hedonic and epistemic benefits, and seems to be attractive with regard to… CONTINUE READING

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