Motives and performance outcomes of mass customization capability: evidence from Chinese manufacturers

Purpose The purpose of this study aims to develop and test a motives-mass customization (MC) capability-performance model by dividing MC capability into product-oriented MC capability and service-oriented MC capability. Design/methodology/approach This research tests the hypothesized relationships using survey data from 277 Chinese manufacturing firms. Findings The results indicate that instrumental, relational and moral motives all have significantly positive impacts on product-oriented and service-oriented MC capability. The authors also find that product-oriented MC capability partially mediates the impacts of relational and moral motives on operational, environmental and economic performance, while service-oriented MC capability partially mediates the impacts of instrumental, relational and moral motives on operational, market, environmental and economic performance. Originality/value This study complements the existing MC literature by describing MC capability into two dimensions: product-oriented MC capability and service-oriented MC capability.

Automated summary

This study aims to develop and test a motives-mass customization (MC) capability-performance model, finding that instrumental, relational, and moral motives positively impact both product-oriented and service-oriented MC capabilities. The study also reveals that MC capabilities partially mediate the impacts of motives on operational, market, environmental, and economic performances.