Perceived Value of Mass Customization and Its Relationship with Customer Engagement: A Case Study of BMW

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Siriwan Sriborpitpaisan Papaporn Chaihanchanchai


            The objectives of this survey research were 1) to study the perceived value of mass customization and customer engagement, and 2) to study the relationship between the perceived value of mass customization and customer engagement. A self-administered questionnaire was distributed to collect data from 200 BMW customers who are males and females, aged between 25 to 55 years old. The findings showed that the perceived value of mass customization achieved a good level. That is, the sampling mostly agreed that their own BMW cars can truly reflect their self-identity (M=3.86). In terms of customer engagement, it also achieved a good level; the sampling mostly agreed that driving a BMW car makes them proud (M=4.00). The results also indicated that perceived value of mass customization was positively correlated with customer engagement at a high level (r=64). In addition, perceived value of mass-customized product was more positively correlated with customer engagement than perceived value of mass customization experience or co-design process.


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