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Essays on smart customization : Towards a better understanding of the customer´s perspective on smart customization offers

Abstract : In the last decade, our products have been more and more equipped with information and communication technology (ICT), which has modified the nature of their applications greatly. Notably, firms find finally a mean to empower customers to customize their products after purchase. One talks about “Smart Customization”. For such “smart” customization to happen, the idea is to embed directly smart user toolkits for co-design (smart UTCD) into our consumer products. That said, while in the business press, they largely view smart customization as an opportunity to be tapped, in contrast, research is hardly focused on it. Notably, it appears essential to identify factors of customer - based success of such novel customization offers. Thereby, in paper I, I adapt and test a technology acceptance model to smart UTCD. In paper II, I realize a choice based conjoint analysis on smart UTCD. In article III, I expose a theoretical framework for use generation and apply it one the two existing types of smart UTCD. With my findings, I contribute to theory by adding to our limited understanding of the smart UTCD acceptance, providing in-depth knowledge on the customer´s choice process on the smart UTCD´ design features and by opening the black box on the co-design mechanisms that occur between customers - smart UTCD. Additionally, the findings of my three article that compose my dissertation permit firms to be provided with some measures on how to design smart customization offers that fit better the target customers.
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Submitted on : Friday, May 3, 2019 - 3:57:24 PM
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Morgane Benade. Essays on smart customization : Towards a better understanding of the customer´s perspective on smart customization offers. Business administration. Université Paris sciences et lettres; Rheinisch-westfälische technische Hochschule (Aix-la-Chapelle, Allemagne), 2018. English. ⟨NNT : 2018PSLEM015⟩. ⟨tel-02119142⟩



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