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希腊留学生DISSERTATION定制-实施大规模定制模式和客户服务的手机价值-Mass customisation implementation models and customer value in mobile phones services

论文作者:留学论文论文属性:硕士毕业论文 dissertation登出时间:2011-06-27编辑:anterran点击率:11639

论文字数:12698论文编号:org201106271436257019语种:英语 English地区:中国价格:$ 44

关键词:希腊留学生DISSERTATION定制Mobile communication systemsMass customizationServicesCustomer satisfactionGreece

摘要:希腊留学生DISSERTATION定制:本文分析大规模定制战略(MC)通过手机开发,以确定客户价值的移动电话用户定制服务的感知类型,以客户为中心的方法是通过既增强外在和内在的客户价值。调查结果显示,那些以客户为中心的策略是至关重要的。

希腊留学生DISSERTATION定制Mass customisation implementation models and customer value in mobile phones services
Preliminary findings from Greece
Marianna Sigala
Business School, Department of Business Administration,
University of the Aegean, Michalon, Chios, Greece
Abstract
Purpose – To analyse the mass customisation strategies (MC) developed by mobile phone operatorsand to identify the types of customer value perceived by mobile phone users that customise services to
their profiles.Design/methodology/approach – A customer-centre approach was adopted for analyzing MCstrategies that enhance both extrinsic and intrinsic customer value. A convenience sample wassurveyed for gathering data regarding the customer value dimensions perceived by users ofmobile phone services in Greece.Findings – Findings revealed that MC strategies that are customer centred are vital as, users ofcustomised mobile phone services perceive both “give” and “get” customer value dimensions. As MCdoes not come for free, to persuade customers to get involved and invest time and effort in value chainoperations for designing customised services, companies need to identify and provide enhancedcustomer values.Research limitations/implications – Research findings have great implications in the new service
development processes and Marketing – communication strategies of mass customisers. Due to thesmall sample size, future research should test the wider and global generalisability of findings.Practical implications – Findings help practitioners increase the adoption and use of masscustomised mobile phone services by providing insight on how to: develop MC strategies from acustomer-centric perspective; and conduct a customer value-based market segmentation for enhancingmarketing effectiveness and MC customer adoption.Originality/value – The MC literature is dominated by operation-supplier approaches to MCstrategies in the manufacturing sector. In services, customer involvement in value chain operations isalso significant. The study contributes by suggesting a customer-centric approach for developing MCin services that enhances customer value. The study also extends and adapts a multi-dimensionalconstruct for measuring customer value in customisable mobile phone services environments.
Keywords Mobile communication systems,Mass customization, Services, Customer satisfaction, Greece
Paper type Research paper
Introduction
Intense competition and sophisticated demand trends for personalised products haverendered mass customisation (MC) a competitive imperative for all businesses. Asconsumers become more sophisticated and aware of issues pertaining to the design,
quality and functionality of their products and services, they increasingly demand totake part in the design and production process (i.e. to become co-designers and/orThe current issue and full text archive of this journal is available at
www.emeraldinsight.com/0960-4529.htm
Mass
customisation
395
Managing Service Quality
Vol. 16 No. 4, 2006
pp. 395-420
q Emerald Group Publishing Limited
0960-4529
DOI 10.1108/09604520610675720
co-producers), so that they can customise products and services to their particulardemands, profile and requirements. The mobile phone service sector is not anexception of such developments. For example, advances in internet tools and mobile
phone features allow users to personalise ring tones, phone interface and style, screensavers, information, SMS 论文英语论文网提供整理,提供论文代写英语论文代写代写论文代写英语论文代写留学生论文代写英文论文留学生论文代写相关核心关键词搜索。

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