The Interplay between Customer Participation and Difficulty of Design Examples in the Online Designing Process and Its Effect on Customer Satisfaction: Mediational Analyses

Abstract

In the current consumer-centric economy, consumers increasingly desire the opportunity to design their own products in order to express more effectively their self-image. Mass customization, based on efficient and flexible modulization designs, has provided individualized products to satisfy this desire. This work presents an experiment employed to demonstrate that customer participation leads to higher satisfaction. Specifically, the increment in customer satisfaction due to participation is greater when an easy example is provided than when either no example or a difficult one is provided. Additionally, self-congruity plays a mediating role on the customer participation-satisfaction relationship, and this mediating effect varies across different levels of the design example provided in the design process. When an easy design example is present, customer participation has a direct effect on satisfaction, in addition to the indirect effect of self-congruity. When a difficult example is provided, customer participation does not have incremental effects on either self-congruity or customer satisfaction. Finally, when no design example is shown to customers, contrary to our expectation, participation still enhances customer satisfaction due to an increased sense of self-congruity.