Improving Customer Satisfaction through Mass Customization


Duray, Rebecca; Milligan, Glenn W.   (1999, ASQ)   University of Colorado, Colorado Springs, CO; Ohio State University, Columbus, OH

Quality Progress    Vol. 32    No. 8
QICID: 13420    August 1999    pp. 60-66
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Article Abstract

The voice of the customer is needed for development of customized products. Mass customization combines the mass production of traditional manufacturing with large-scale output of one-of-a-kind products. Customer involvement in mass customization can occur anywhere along a continuum from early design to post-production stages. The timing of customer involvement is related to such factors as product variety, production planning, information technology, and quality. When customers are involved in early design stages, the products can be highly customized, but the extent of customization is not as great if customers are involved only in final assembly or post-production stages. For example, when customers are involved in the earlier stages, product variety is enhanced through changes in product components. But when customer involvement occurs only at the delivery or assembly stage, variety is achieved by combining existing components. If customers first participate at the design or fabrication stage, they can help improve performance quality and reliability of the product. If their input occurs initially in the assembly stage, they can affect conformance quality. And if their involvement first occurs in post-production, they can play a role in quality factors like serviceability, aesthetics, and conformance.


Customer focus,Customization,Product development,Design,Voice of the customer (VOC)

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