Motives and performance outcomes of mass customization capability: evidence from Chinese manufacturers
PurposeThe 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/approachThis research tests the hypothesized relationships using survey data from 277 Chinese manufacturing firms.FindingsThe 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/valueThis study complements the existing MC literature by describing MC capability into two dimensions: product-oriented MC capability and service-oriented MC capability.