A systematic service design methodology to achieve mass personalisation

Abstract

Mass customisation is an approach which aims to reduce cost and increase efficiency through modularisation and information technology. However, there are some limitations in mass customisation. Firstly, customers do not completely participate with designers in the design phase. Secondly, the concept of mass customisation is not able to satisfy individual's needs. This study proposes a service engineering methodology to achieve personalised services through customer co-creation. The research applied personalised hotel room layout service as a case study. The customer satisfaction would be measured according to service strategic module. The result also validated that the proposed personalised service could considerably increase customer satisfaction and customer loyalty. The proposed methodology also provides customers with diversified services and let them experience the process of value co-creation to achieve the efficiency of mass personalisation.

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