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Stefan R. Thallmaier’s iestigation enables mass customization businesses to better understand how co-design increases customers’ value perception. He focuses on the increasing proliferation of service channels (online, mobile and in-store) and digital media (toolkits, social media and live help) at the co-design interface. Based on qualitative and quantitative research, the author examines how this proliferation impacts customers’ value perception in the different stages of the co-design process. The research shows that customers’ value perception profits from varying levels of social presence throughout the co-design process. The work helps researchers and practitioners with surprising insights as well as hands-on recommendations to improve and adapt interfaces for customer co-design.
Comparative exploration of key challenges in customer co-design using theories of social presence
(2015)
In mass customization, customer co-design is the process in which customers and business providers collaboratively map the personal requirements of customers into design specifications for individualized products. Whether this process is realized in-store or entirely via the internet, efficient systems for customer co-design are the linchpin to leveraging mass customization. The increasing proliferation of digital media at this customer interface calls for a better understanding of media impact on the co-design process. Hence, the goal of this study is to explore the impact of digital media on customers’ perceived value in processes of co-design. We employ social presence theory for an in-depth analysis of six mass customization providers’ co-design processes. Data was collected through web-based documentary research, participant observation, semi-structured expert interviews and two focus groups with customers. Three key challenges are identified and explored: (1) Encouraging discovery addresses the issue that digital media tend to limit discovery yield. (2) Fostering creativity addresses the issue that digital media are better in supporting creative achievement. (3) Facilitating reinforcement addresses the issue that digital media tend to under-serve the need for direct human feedback and enjoyment. Mass customizers need to thoughtfully manage the level of social presence in the co-design process, i.e., by providing spaces of low social presence to foster creativity in-store, and by providing high social presence offers to foster positive
Es ist bekannt, dass Kaufabsicht und Kaufentscheidung in großem Maße vom empfundenen Wert eines Angebots abhängen. Ein hoher empfundener Wert und die passende Preisgestaltung sind Mittel, um neue Märkte zu erschließen, Stammkunden zu halten und sich nachhaltig von der Konkurrenz abzugeben. Doch woraus setzt sich der empfundene Wert bzw. der Kundennutzen einer Individualisierungsleistung zusammen?_x000D_ <div class="indent">