A review and a conceptual framework of the key value drivers of mass customisation

The aim of this paper is to conceptualise the key value drivers of mass customisation in order to provide a structured approach to explain the added value that customers attribute to mass customised products. We assume that the added value of mass customisation is ultimately reflected in an increased willingness to pay. Previous studies show diverse results concerning customers' willingness to pay for mass customised products. We contribute to the existing body of research by suggesting and discussing the influence of general product characteristics and factors of the mass customisation approach on the key value drivers of mass customisation. Furthermore, the development of a conceptual framework offers explanations for the dissimilarity in customers' willingness to pay and advances the knowledge about the value increment of mass customised products as perceived by customers.