Motives and performance outcomes of mass customization capability: evidence from Chinese manufacturers
Journal of Manufacturing Technology Management
ISSN: 1741-038X
Article publication date: 22 October 2020
Issue publication date: 23 February 2021
Abstract
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.
Keywords
Acknowledgements
This work was partially supported by the National Key Research and Development Program of China (No. 2018YFB1702900), Taishan Scholar Project of Shandong Province, the Social Science Foundation of Ministry of Education of China (No. 17XJA63002), and Social Science Planning Research Project in Shandong Province (19CGLJ03).
Citation
Sheng, H., Feng, T., Chen, L., Chu, D. and Zhang, W. (2021), "Motives and performance outcomes of mass customization capability: evidence from Chinese manufacturers", Journal of Manufacturing Technology Management, Vol. 32 No. 2, pp. 313-336. https://doi.org/10.1108/JMTM-02-2020-0065
Publisher
:Emerald Publishing Limited
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