Decision Making in Mass Customization of Mobile Phones

Abstract

Mass customization aims at satisfying individual customers, who are given an opportunity to select among several design features and order a unique product. In this experiment four web sites were created where users could specify the design features of a mobile phone. Two web sites were designed to build a mobile phone from scratch: One used a rating agent of design features, and the other had no rating agent. The two other web sites used an existing phone as a basis for design - one used a rating agent and the other had no rating agent. Forty test persons participated in an experiment to evaluate the web sites. Half of them were male and half of them female. The use of the rating agent produced more consistent and better design. The model for mass customization — whether building from scratch or modifying an existing phone — had no impact on the results. There were no differences in results between males and females.