Mass Customisation of Services: Benefits and Challenges of Configurable Services

Abstract

We have reviewed the dominantly goods focused literature for the main benefits and challenges of mass customisation, configurable products, and configurators and then analysed if the issues are relevant in services. The analysis is based on the conceptual differences of goods and services and is supported by our observations of two case service suppliers. Our aim is to take a small step towards filling the literature gap on mass customisation, configurable products, and configurators in service settings.