Model to classify services mass customization characteristics

Abstract

The objective of this paper is to verify the relationship between mass customization characteristics and services strategies. Therefore, a study mapping mass customization characteristics and categorizing them into service area was carried out. The categorization was established through a framework that uses the level of customization as classification criteria. It was observed that not all mass customization characteristics used for manufacturing can be applied to the service sector. Moreover, manufacturing characteristics classified at any level of customization may not be fully replicated when applied to services. At the end of the study, strengths and weaknesses of the framework are evaluated according to levels of customization. Two cases were analyzed to illustrate the adherence of the framework to organizational practices.

Keywords

• Customização em massa. Serviços. Classificação.