Critical characteristics for the implementation of mass-customized services

Purpose – This paper aims to propose a method to determine which mass customization (MC) characteristics should be prioritized in mass-customized service design. Design/methodology/approach – Looking at manufacturing MC systems and conducting a literature review, it is not possible to observe a methodological step to define customized service design as the one we propose in this work. Results show a systematic classification of MC characteristics based on MC enablers and service enablers. These enablers are related by a quality function deployment (QFD) matrix and rewritten using a reverse QFD procedure. Findings – In the end, it was possible to determine which characteristics should be prioritized in mass-customized services. Research limitations/implications – Two case studies were performed: one with an electric power supplier and another one with a university. Practical implications – It shows that despite easy customization, organization is not always interest in service features customization. The explanation in these two cases is customization cost, which compared to the benefit does not seem advantageous for the organization. Originality/value – This paper creates a methodology to design a first phase in customized services in Latin American services and that is the original contribution.