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

Hongyan Sheng (School of Management, Harbin Institute of Technology, Harbin, China)
Taiwen Feng (School of Economics and Management, Harbin Institute of Technology – Weihai, Weihai, China)
Lucheng Chen (Qingdao Haier Industrial Intelligent Research Institute Co. Ltd, Qingdao, China)
Dianhui Chu (School of Computer Science and Technology, Harbin Institute of Technology-Weihai, Weihai, China)
Weijie Zhang (Qingdao Haier Industrial Intelligent Research Institute Co. Ltd, Qingdao, China)

Journal of Manufacturing Technology Management

ISSN: 1741-038X

Article publication date: 22 October 2020

Issue publication date: 23 February 2021

542

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

Copyright © 2020, Emerald Publishing Limited

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