Mass customisation implementation models and customer value in mobile phones services

Purpose To analyse the mass customisation strategies (MC) developed by mobile phone operators and 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 MC strategies that enhance both extrinsic and intrinsic customer value. A convenience sample was surveyed for gathering data regarding the customer value dimensions perceived by users of customised mobile phone services in Greece. Findings Findings revealed that MC strategies that are customer centred are vital as, users of customised mobile phone services perceive both “give” and “get” customer value dimensions. As MC does not come for free, to persuade customers to get involved and invest time and effort in value chain operations for designing customised services, companies need to identify and provide enhanced customer values. Research limitations/implications Research findings have great implications in the new service development processes and marketing – communication strategies of mass customisers. Due to the small sample size, future research should test the wider and global generalisability of findings. Practical implications Findings help practitioners increase the adoption and use of mass customised mobile phone services by providing insight on how to: develop MC strategies from a customer‐centric perspective; and conduct a customer value‐based market segmentation for enhancing marketing effectiveness and MC customer adoption. Originality/value The MC literature is dominated by operation‐supplier approaches to MC strategies in the manufacturing sector. In services, customer involvement in value chain operations is also significant. The study contributes by suggesting a customer‐centric approach for developing MC in services that enhances customer value. The study also extends and adapts a multi‐dimensional construct for measuring customer value in customisable mobile phone services environments.