Mass customisation and consumer behaviour: the development of a scale to measure customer customisation sensitivity

Abstract

Theoretical research on mass customisation of consumer products and services has emphasised the importance of consumers embracing customised products as a prerequisite to success. It seems obvious that if consumers are not interested in customisation, then there is no need to pursue customisation strategies. Consumers may be more or less inclined toward different types of mass customised products/services, thus it is critical to know the importance of customisation for consumers. This paper describes the development of a short scale to measure customer customisation sensitivity or CCS as an initial research effort. Ideas for future investigations are also suggested.