How to master the challenges of service mass customization - A persona-based approach

Handbook of Research in Mass Customization and Personalization

Volumn , Issue , 2009, Pages 603-621

  Haas, Michael ^a   Kunz, Werner H ^b  

^a AT Kearney   (Germany)

^b UNIVERSITY OF MASSACHUSETTS BOSTON   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 84988632765     PISSN: None     EISSN: None     Source Type: Book    
DOI: 10.1142/9789814280280_0031     Document Type: Chapter

References (30)

1. Brechin, E. (2002). Reconciling Market Segments and Personas, Newsletter Cooper.com.
2. Buss, D. (2006). Reflections of Reality, Advertising Age. 77 (23): 10-11.
3. Chon, G. (2006). Chrysler’s Made-Up Customers Get Real Living Space at Agency "Persona Rooms" Help Marketers to Understand How Target Drivers Think, The Wall Street Journal, Jan 4, 2006.
4. Cooper, A. (1999). The Inmates Are Running the Asylum: Why High Tech Products Drive us Crazy and How to Restore Sanity. Indianapolis: SAMS.
5. Cunningham, H. (2005). Designing a Web Site for One Imaginary Persona that Reflects the Needs of Many. Computers in Libaries, October 2005, 15-19.
6. Dellaert, B. G. C. and Stefan S. (2005). Marketing Mass-Customized Products: Striking a Balance Between Utility and Complexity, Journal of Marketing Research. 42 (2): 219-27.
7. Fogliatto, F. S. and G. J. C. da Silveira. Mass customization: A method for market segmentation and choice menu design, Int. Journal of Production Economics. 111 (2): 606-622.
8. Franke, N. and F. T. Piller (2003). Key research issues in user interaction with user toolkits in a mass customization system, International Journal of Technology Management. 26 (5/6): 578-99.
9. Frei, F. X. (2008). The Four Things a Service Business Must Get Right, Harvard Business Review, April 2008, 70-80.
10. Gilmore, G and Pine, P (2001). Markets Of One. Boston: Harvard Business School Press.
11. Goodwin, K. (2002). Getting from Research to Personas: Harnessing the Power of Data., Newsletter Cooper.com (Nov.).
12. Goodwin, K. (2001). Getting Perfecting Your Personas, Newsletter Cooper.com (Jul).
13. Goodwin, K. (2006). Taking Personas Too Far, newsletter cooper.com (33).
14. Guenther, K. (2006). Developing Personas to Understand User Needs, Online. 30 (5): 49-51.
15. Gwinner, K. P., M. J. Bitner, S. W. Brown and A. Kumar (2005). Service Customization Through Employee Adaptiveness, Journal of Service Research. 8 (2): 131-48.
16. Head, A. J. (2003). Personas: Setting the Stage for Buidling Usable Information Sites, Online. 27 (4): 14.
17. Heim, G. R and K. K Sinha (2001). A product-process matrix for electronic B2C operations: Implications for the delivery of customer value, Journal of Service Research. 3 (4): 286-302.
18. Kaplan, A. M. and M. Haenlein (2006). Toward a Parsimonious Definition of Traditional and Electronic Mass Customization, Journal of Product Innovation Management. 23 (2): 168-82.
19. Lievens, A., R. K. Moenaert and R. S. Jegers (1999). Linking Communication to Innovation Success in the Financial Services Industry: a Case Study Analysis, International Journal of Service Industry Management. 10 (1): 23-47.
20. Manning, H. (2006). Persona Rooms: What, Why, And How, in Best Practices.
21. Meuter, M. L., A. L. Ostrom, R. I. Roundtree and M. J. Bitner (2000). Self-Service Technologies: Understanding Customer Satisfaction with Technology-Based Service Encounters, Journal of Marketing. 64 (July): 50-64.
22. Mittal, B. (1999). The Advertising of Services, Journal of Service Research. 2 (1): 98-116.
23. Piller, F. (2001). Mass Customization. Ein Wettbewerbsstrategisches Konzept im Informationszeitalter. Wiesbaden: Gabler.
24. Piller, F. T. and M. Muller (2004). A new marketing approach to mass customization, International Journal of Computer Integrated Manufacturing. 17 (7): 583-93.
25. Pine, P (1993). Mass Customization: The New Frontier In Business Competition. Boston: Harvard Business School Press.
26. Wasserman, T. (2006). Unilever, Whirlpool Get Personal with Personas, Brandweek. 47 (34): 13.
27. Wireless Business Forecast (2006). Can Carriers Really Go Granular?, Wireless Business Forecast, 200603-23, 8.
28. Wirtz, J. and J. E. G. Bateson (1999). Consumer Satisfaction with Services; Integrating the Environment Perspective in Services Marketing into the Traditional Disconfirmation Paradigm, Journal of Business Research. 44 (1): 55.
29. Zeithaml, V. A. and M. J. Bitner (2000). Services Marketing: Integrating Customer Focus Across the Firm. Boston et al.: McGraw-Hill.
30. Zipkin, P. (2001). The Limits of Mass Customization, Sloan Management Review. 42 (3): 81-88.