The Influence of Mass Customization on Consumer Satisfaction and Its Implications for the U.S. IPTV Market: An Exploratory Study

This paper explores mass customisation\u27s (MC) impact on consumer satisfaction. Ultimately, this treatise is to provide the contextual basis for deeper exploration of the construct, namely conducting empirical research applied to the nascent U.S. Internet Protocol television (IPTV) market. The goal of the research is to determine the extent to which MC increases - or decreases - overall customer satisfaction with IPTV service providers. To date, several outcomes of MC have been studied identifying a variety of variables such as willingness-to-pay (WTP), consumer expertise, MC utility, quality of experience (QoE), toolkits, co-design/co-production participation, MC options, customer- readiness and others. However, it appears the research has yet to test the nature of MC on satisfaction. This essay begins to answer the question of the extent to which MC influences consumer satisfaction, identifying which factors impact MC satisfaction and the manner in which these variables do so. The managerial implications of this research to the developing U.S. IPTV industry are several, not the least of which is assisting providers in developing innovative business models which optimise consumer satisfaction, customer lifetime value (CLV), customer equity (CE) and, ultimately, company financial performance. First, this paper considers the definitions of MC and personalisation (P), then supports and concludes that MC is the more appropriate construct to apply to IPTV services. Next, the author identifies variables presented in the extant literature and their influence on MC, categorising these factors and their outcomes based upon whether or not they have been the subjects of empirical research. Subsequent to this, the conceptual framework will be discussed, the research question(s) posed, and the research methodology proposed to test MC consumer satisfaction as applied to IPTV services. This paper begins to explore mass customisation\u27s (MC) impact on consumer satisfaction. Ultimately, this treatise is to provide the contextual basis for deeper examination of the construct, namely conducting empirical research applied to the nascent U.S. Internet Protocol television (IPTV) market. The goal of the research is to determine the extent to which MC increases - or decreases - overall customer satisfaction with IPTV service providers. By gaining additional understanding of the theoretical and applied relevance of MC\u27s relationship to consumer satisfaction, we can use what we learn to provide practical data for managers to create and market advanced digital television services of value to consumers in manners which maximise consumer satisfaction and sustain competitive advantage, capturing long- term value for firms